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 the other ratings data supplier AGB Nielsen reportedly has only 1,980 homes based solely in urban areas that represent only 57% of the Philippine TV viewing population.
Data show that more Filipinos tuned in to ABS-CBN’s high caliber primetime offerings (6PM-12MN) with an audience share of 47%, a solid 14-point lead over GMA’s 33%. 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 effectively.
ABS-CBN’s primetime block also ruled in other key territories such as Balance Luzon (areas in Luzon outside Mega Manila) with 49% against GMA’s 34%; in Visayas where it garnered 57% vs GMA’s 26%; and in Mindanao with 61% or almost three times as GMA’s 22%.
Meanwhile, ABS-CBN’s late afternoon block (3PM-6PM) jumped to 37%, or three points higher from the previous month’s audience share of 34%, which driven by the strong performance of “Kapamilya Blockbusters,” “Dugong Buhay” and “The Love Story of Kang-Chi,” while “Galema: Anak ni Zuma,” premiered with a 16.6% national TV ratings, pounding GMA’s “Pyra” (8.3%) last September 30. GMA, on the other hand, dipped to 34% from the previous month’s 36%.
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.
