Data from Kantar Media show that more Filipino households across urban and rural areas watched ABS-CBN’s top-quality programs as its total day share rose two points from 40% in January, while GMA suffered a one-point drop from 33% in the previous month.
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.
February’s figures also reveal that ABS-CBN’s primetime block (6PM-12MN) pulled away with an audience share of 47%, a three-point increase from 44% in January, while GMA dipped to 29% from 31%. GMA’s decline in primetime viewership was also seen in Metro Manila where it only garnered an audience share of 34%, losing to ABS-CBN’s 37%.
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.
In Total Balance Luzon (areas in Luzon outside Mega Manila), ABS-CBN averaged a total day audience share of 42% vs GMA’s 36%. Half of the viewers in the Visayas also tuned in to ABS-CBN with 50% vs GMA’s 25%. In Mindanao, ABS-CBN’s audience share averaged 54% compared to GMA’s 22%.
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.
