Kantar Media uses a nationwide panel size of 2,609 urban and rural homes that represent 100% of the total Philippine TV viewing population, while AGB Nielsen reportedly has 1,980 homes based solely in urban areas that represent only 57% of the Philippine TV viewing population.
ABS-CBN continued to rule key territories Balance Luzon (all areas in Luzon outside Mega Manila) with a total day audience share of 41% vs GMA’s 37%; Visayas, with an even wider lead of 47% vs GMA’s 27%, and in Mindanao with 53% vs 22%.
ABS-CBN also maintained its nationwide primetime supremacy (6PM-12MN) in January with a 44% audience share, a 13-point lead over GMA’s 31%. This dominance was mainly driven by ABS-CBN’s top caliber drama teleseryes, including the number one most watched program “Ina Kapatid Anak” with a national TV rating of 32.8%.
The primetime block is the most important part of the day when most Filipinos watch TV and advertisers put a larger chunk of their investment in to reach more consumers efficiently.
Also proof of ABS-CBN’s leadership in TV ratings nationwide are the successive awards it received recently, namely the Most Development-Oriented TV station from the 2013 Gandingan Awards awarded by UPLB students; the Best TV Station of the Year from the Netizens’ Choice Awards determined from a poll conducted by top entertainment blogs Showbiznest, LionhearTV, and Starmometer; and the Best TV Station from the 26th PMPC Star Awards for Television given by the entertainment press.
Kantar Media is a leading television (TV) audience measurement provider with capabilities in gathering TV viewing data in both digital and analog platforms. It Is a multinational market research group that specializes in audience measurement in more than 80 countries, has 26 TV networks, ad agencies, and pan-regional networks subscribing to its ratings services.
Among its current subscribers are ABS-CBN, NBN, Sky Cable, J. Romero and Associates, 720ConsumerConnect, Starcom, OMD, PhD, Mediacom, Mindshare, MEC, Maxus, Universal McCann, Wellmade Manufacturing Corporation, Brand Ideas, and MPG Havas. They also include pan-regional networks like CSM Media Inc., Fox International Channels, Star HK, Discovery, AXN, HBO, MTV, Sony Pictures Television International, Celestial Tiger, and A&E Television Network.
Among these, the following subscribe to both urban and rural TV audience measurement: ABS-CBN, Brand Ideas, MPG Havas, and 720ConsumerConnect.
ABS-CBN shifted to Kantar Media/TNS after filing a case vs. AGB Nielsen Media Research for failing to comply with its request to investigate alleged cheating and data tampering in TV ratings. The case is still pending in court contrary to claims by GMA, which is not a party to the case, that it has been resolved.
