A market study released recently by Ipsos, one of the largest market research companies in the world, shows that ABS-CBN TFC, the leading multiplatform premium Filipino subscription channel in the world, and ABS-CBN Cinema One Global (COG) scored the highest in terms of channel awareness and viewing preference among Filipinos in Saudi Arabia and United Arab Emirates (UAE).
DOMINANCE OF TFC
Among all Filipino content providers in the region, ABS-CBN TFC registered the highest spontaneous recall across both countries and the highest awareness at 94% which is close to saturation values. TFC also posted an overall likeability score of 8.2. COG came in a strong second at 87% in terms of awareness. The good showing of COG shows that Filipinos in both countries are highly inclined to consuming movies as content.
TFC also registered highest on top-of-mind mention at 47%, followed by COG, while the nearest competition was a far 10%. Most competing channels just posted single digits.
Moreover, TFC and COG got the highest viewership rank as well for the survey period, with almost 7 out of 10 Filipinos surveyed have watched a TFC program while 3 out of 10 have watched a COG program.
TOP PROGRAMS AND CELEBRITIES
In terms of content, top programs include TV Patrol, FPJ’s Ang Probinsyano, Marry Me, Marry You, It’s Showtime, La Vida Lena, Huwag Kang Mangamba and Maalala Mo Kaya.
The study also revealed the top celebrities liked on TFC with Vice Ganda, Piolo Pascual, and Coco Martin leading the way. Liza Soberano is the top liked female celebrity on TFC.
Majority of Filipinos watch TFC from 6PM to 12AM, but viewership is also recorded until 4AM. Over 70% are watching more than 4 times a week.
On online platforms, iWantTFC ranked 3rd most used paid OTT service after Netflix and Amazon Prime among the respondents. iWant also edged out other local and multi-cultural OTT platforms.
“We are very enthused by the results of the Ipsos study as it validates the strength of our content,” said ABS-CBN Global Head of Events and Managing Director of Europe, Middle East and North Africa, Joseph Arnie Garcia. “In addition, every time scientific data and expert analysis from a credible research group like Ipsos reveal findings like these, we get a solid reading of the audience’s habits and preferences that help us make decisions to better serve them. We will continue to move forward confidently for TFC, COG and other ABS-CBN channels because of the study.”
The report, “Filipino Viewership in UAE & KSA”, which covered the survey period of November to December 2021 and had over 1,000 respondents, dove into the general profile of Filipinos as well as their viewing habits for general media and Filipino content.
The report shows that more than half of the total respondents are aged 20-39 living in major cities of UAE and KSA with 46% working in junior to middle management level positions. In the study, it was estimated that 36% of Filipinos has access to a paid TV service and 50% has access to a paid OTT service.
