ABS-CBN remained undisputed in national TV viewership in October as more urban and rural households tuned in to its programs, hitting an average total day audience share of 44%, or nine points higher than GMA’s 35%, based on data from 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 also preserved its stronghold in the primetime block (6PM-12MN), where it recorded an average national audience share of 49%, a strong 15-point lead over GMA’s 34%. 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.
The Primetime Bida of ABS-CBN also showed its supremacy in other key territories such as Balance Luzon (areas in Luzon outside Mega Manila), where it triumphed with an average audience share of 54%, in the Visayas with 61%, and in Mindanao with 60%. GMA’s primetime block, on the other hand, garnered only 32%, 26%, and 27% respectively for the said areas.
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.
