More households in urban and rural areas nationwide tuned in to ABS-CBN in September, leading all TV networks in terms of viewership with an average national audience share of 44%, or eight points higher than its rival network GMA’s 36%, according to 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.
The Kapamilya network also maintained its dominance in primetime (6PM-12MN) as it hit an average national audience share of 50%, which is 19 points higher than 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.
ABS-CBN, the only Philippine media company in FinanceAsia’s list of “Asia’s Best Companies 2015,” also remained as the most watched TV network in key territories such as Balance Luzon (all areas in Luzon outside Mega Manila) where it got an average total day audience share of 46% vs. GMA’s 37%, in the Visayas with 56% vs. 26%, and in Mindanao with 57% vs. 27%.
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 local current subscribers are ABS-CBN, Peoples Television Network Inc., The Huddle Room Media Inc., JRA Advertising (J. Romero and Associates), 720 Consumer Connect, ZenithOptimedia, Viva Communications Inc., Manprom, Philippine Daily Inquirer , CNN Philippines, Starcom, Clubmedia, Havas Media Ortega, and Media Agency groups IPG Mediabrands (Touch BPN, UM), Dentsu Aegis Network (Dentsu, Mediaforce, Carat), Omnicom Media Group (OMD, PHD and M2M) as well as Group M (Mindshare, MEC, MediaCom, and Maxus).
International subscribers to Kantar Media include Turner Broadcasting System Asia, NBCU Global Networks Asia Pte Ltd, Google Asia Pacific Pte Ltd, Home Box Office (Singapore) Pte Ltd, Scripps Networks Interactive (Asia) Pte. Ltd., MTV Asia, Fox International Channels, Discovery Networks Asia-Pacific Pte Ltd, CSM Media Research (China), AETN All Asia Networks Pte Ltd, Celestial Tiger Entertainment and Sony Pictures International.