Data for the period of January to September 23 (September 16 to 23 based on overnight data) show that GMA posted an average of 35 percent in total day household audience shares in National Urban Television Audience Measurement (NUTAM), 3.8 points ahead of its closest rival ABS-CBN’s 31.2 percent.
Further, GMA kept its stronghold of its total day lead in the viewer-rich areas of Urban Luzon and Mega Manila, which account for 77 and 59.5 percent, respectively, of total urban television households in the country.
GMA remained unrivaled in Urban Luzon after registering 38.7 percent, or 11.6 higher than ABS-CBN’s 27.1 percent. Meanwhile, in Mega Manila, GMA scored 39.8 percent, or 6.1 points higher than ABS-CBN’s 25.5 percent.
It is also worthy to note that, over the last two years, GMA was the only local television station that registered improvements in total day household audience shares in NUTAM, and the important areas of Urban Luzon and Mega Manila.
GMA’s total day audience shares in NUTAM steadily increased from 31 percent in 2010, 34.2 percent in 2011, to its latest partial year audience share of 35 percent. In contrast, ABS-CBN saw an 8.5 points drop in its audience shares from 2010 to present.
In Urban Luzon, GMA improved its ratings performance from 33.7 in 2010, 37.8 in 2011, to 38.7 this partial year. ABS-CBN’s audience share, meanwhile, went down 8 points in the said period.
Likewise, GMA delivered consistent high ratings in its bailiwick Mega Manila year after year, from 35.4 percent in 2010, 38.7 in 2011, to 39.8 this partial 2012. ABS-CBN followed an opposite trend dropping 6.8 points in the covered period.
As GMA maintains its nationwide ratings leadership, the Kapuso Network beefs up its expansion efforts in order to further capture viewers from all over the Philippines.
Last June, GMA opened its originating station in Ilocos via Channel 5 in Ilocos Norte, and Channel 48 in Ilocos Sur. The Company also launched another originating station in Bicol last August following GMA Naga’s strong bottomline performance as a satellite station since 2009.
Complementing the existence of its regional stations, GMA Network recently re-launched its Regional News arm. Locally produced morning and afternoon news programs namely Primera Balita and Balitang Amianan in Dagupan, Arangkada in Iloilo, Ratsada in Bacolod, Buena Mano Balita and Balitang Bisdak in Cebu, and Testigo and Una Ka Bai in Davao all underwent transformations to better cater to the dynamic needs of local viewers.
GMA subscribes to Nielsen TV Audience Measurement along with 20 other paying subscribers including another major network, TV5; Faulkner Media; CBN Asia; 13 advertising agencies and 4 regional clients. It uses a nationwide sample size of 2,000 households compared to the lower sample size of 1,370 utilized by Kantar Media.
