The country’s largest and leading multimedia conglomerate hit an average audience share of 44%, or 11 points higher than GMA’s 33%, based on Kantar Media.
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.
ABS-CBN maintained its winning streak on primetime (6PM-12MN), enjoying a three-point increase from the average audience share of 48% in April to 51% in May, a whopping 21-point lead over GMA’s 30%.
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 also won in other key territories across the country. In Balance Luzon (all areas in Luzon outside Mega Manila), it earned an average audience share of 46% vs GMA’s 34%; 56% vs GMA’s 25% in the Visayas; and 55% vs GMA’s 27% in Mindanao.
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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