Tawag ng Tanghalan has proven to be “It’s Showtime’s” answer to the AlDub craze.
Like a phoenix rising from the ashes, “It’s Showtime” rose to the top on Saturday with “Tawag Ng Tanghalan’s Huling Tapatan” beating “Eat Bulaga!” on both AGB Nielsen and Kantar Media surveys. “It’s Showtime” scored 23.1% vs “Eat Bulaga’s” 15.7% on AGB, the biggest lead they had against the competitor, while Kantar Media had it 33.6% to 11.7%.
Tawag Ng Tanghalan’s Grand Finals which crowned Noven Belleza gave It’s Showtime the victory it has long been waiting.
But their victory was never easy.
It was an uphill climb for ABS-CBN’s noontime variety show “It’s Showtime” given the fact that they are competing head to head with the country’s longest-running noontime show Eat Bulaga!.
Two years ago, “It’s Showtime” was challenged by a phenomenon that sends not only this country but many parts of the world in craze; the “AlDub Craze”. With the surge in popularity of Alden Richards and Maine Mendoza’s loveteam AlDub which gave rise to “Eat Bulaga’s!” Kalye Serye, many believed it was the end of the Kapamilya noontime show.
From a worthwhile competitor to “Eat Bulaga!”, pre-AlDub phenomenon, “It’s Showtime” fell to rock bottom during the hay days of its Kalye Serye. During those times, “Eat Bulaga!” conveniently held on to the top spot with “It’s Showtime” nowhere to be found in the Top 10. On AlDub’s “Tamang Panahon” concert held at the Philippine Arena, “It’s Showtime” was seemingly massacred in TV ratings and social media clout as AlDub rules both social media and TV viewing.
Based on the AGB Nielsen Mega Manila survey for October 24, 2015, “Eat Bulaga’s” Tamang Panahon episode scored a massive 50.8% ratings while “It’s Showtime’s” Animversary Special only managed to get 5.4%. 
Kantar Media which had a national survey also showed “Eat Bulaga!” dominating the game with 40.1% ratings vs It’s Showtime’s 10.2%.
Because of that, many people are saying it was the last nail on “It’s Showtime’s coffin”. Many speculations have also surfaced that the noontime show will be axed and replaced by another show.
But as they say, if you were able to hit the rock bottom, there’s no other way to go but to rise and move up.
In January 2016, “It’s Showtime” tapped the country’s penchant for singing competitions. Known as the country crazy about singing, “It’s Showtime” revived the classic Pinoy singing contest “Tawag Ng Tanghalan”. It was Tawag Ng Tanghalan that ushered in new life to the dying “It’s Showtime”. From then on, the Kapamilya noontime show started to recover and slowly closed the gap with its archrival “Eat Bulaga!”.
On January 11, 2016, “It’s Showtime” regained the noontime timeslot 15.5% to 15.2% as per Kantar Media survey. Meanwhile on April 2, 2016, “It’s Showtime” started to rock “Eat Bulaga’s” boat when it surged to the number 3 position just 8.1% less than the leader “Eat Bulaga!”. And with the dwindling popularity of AlDub, “It’s Showtime” finally took the top spot from Eat Bulaga on AGB Nielsen NUTAM survey for February 25, 2017 with 16.7% to 15.1%.
That momentum was sustained as Tawag Ng Tanghalan nears its end. And last Saturday March 11, 2017, It’s Showtime finally slain its archrival with 7.4% lead, 23.1% to 15.7% based AGB Nielsen NUTAM survey.
Kantar Media survey also showed Tawag Ng Tanghalan’s Huling Tapatan’s dominance against “Eat Bulaga!” in all survey areas.
With this recent development, it only showed that getting to the top is not a one time hit. It takes small steps and dedicated efforts to have a taste of that sweet victory. After all the bashing and speculations that “It’s Showtime” have gotten from all corners of social media, they can now say that they still got the last laugh.
And with the success of Tawag ng Tanghalan which brought “It’s Showtime” back to life, they are yet to rest its luck as it welcomes Tawag Ng Tanghalan Kids.
Can they sustain the momentum or will “Eat Bulaga!” came up with another phenomenon. Let’s all find out.
