For the second consecutive year, market research firm Kantar Media remains the most trusted provider of television ratings in the Philippines, according to a survey conducted by local website LionHearTV.
The online survey ran for three weeks, from November 3 to 25. It had 220 respondents, representing readers both from the Philippines and overseas.
In the said poll, respondents were asked whether they trust the figures released by Kantar Media and AGB Nielsen, the other major television audience research company operating in the country. Broadcast giant ABS-CBN subscribes to Kantar Media while rivals GMA Network and TV5 tap the services of AGB Nielsen.
Based on the survey, 84% of respondents trust Kantar Media while 13% says they do not trust it. Only 3% said they are not sure. This reflects the results of a similar survey conducted by the said website last year.
On the other hand, over two-thirds or 67% of the respondents indicated that they do not trust the figures being released by AGB Nielsen. And in a huge contrast to the high trust rating of its competitor, just 18% said they believe AGB Nielsen. A significant part of respondents, 15%, said they are uncertain about AGB Nielsen’s credibility.
The respondents cited a firm’s number of subscribers and its scientific approach in their work, as key determinants of its trustworthiness. Readers also noted that it is important for TV ratings providers to ability to release TV ratings promptly, specifically not later than a week .
A relatively small number of respondents meanwhile suggested that TV ratings providers being used by more media outlets are more reliable. Meanwhile, some readers noted that being in partnership with broadcast companies enhances the credibility of ratings providers.
As discussed in a post last year, Kantar Media has dramatically expanded its reach by covering more households in rural areas in balance Luzon (rest of Luzon excluding Mega Manila), Visayas, and Mindanao. The research firm now boasts of being able to cover 100% of the Philippines’ TV viewing population.
LionHearTV is one of the most popular entertainment websites nationally based on readership according to Top Blogs Philippines.
Written for LionhearTV by Correspondent Mark Madrona of http://filipinoscribe.com/. Be part of our growing community! Send an article pitch to aolionheart@yahoo.com.
Thank you for reading this post! If you like this post, please share it on Facebook, Twitter or Google+. Invite us to your events and gatherings for a write-up or coverage: press/blog conferences, product launching, food tasting, demonstrations, exhibits, advocacy events, etc. If you have something to say – comments, suggestions, reactions, don’t hesitate to post a comment below. For more, email us at aolionheart@yahoo.com
