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.
October’s figures also showed that more Filipino households across urban and rural homes tuned in to ABS-CBN’s shows as all of its programming blocks gained an upturn.
In the morning block (6AM-12NN), ABS-CBN got 37% vs GMA’s 34%.
ABS-CBN’s early afternoon block (12NN-3PM) was also up by four points with 43%, while GMA dipped to 37%. The increase was driven by the noontime show “It’s Showtime” hitting an average national TV rating of 17.7% rising from previous month’s 13%. “Eat Bulaga,” meanwhile fell to 13.7% from 15.2%.
Its late afternoon block (3PM-6PM) jumped to 45%, or eight points higher from previous month’s 37% hauled by the strong performance of “Kapamilya Blockbusters” (13.8%), which continues to beat “Mga Basang Sisiw” (12.1%); “Love Story of Kang-Chi” (13.7%); and “Galema: Anak Ni Zuma” (16.2%). GMA, on the other hand, was down to 31% from previous month’s 34%.
ABS-CBN’s primetime (6PM-12MN) offerings remained undefeated in October with an average audience share of 49%, or 18 points ahead of GMA’s 31%. 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.
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.
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