While ‘It’s Showtime’ has demonstrated its ability to attract noontime viewers even within its limited reach, GMA Network has further proved that the show can achieve even greater heights with a broader audience.
This was evidenced by the latest ratings report from the Nielsen NUTAM People survey, where ‘It’s Showtime’ saw a significant surge in the overall ratings chart during its blocktime airing debut on GMA Network.
On Saturday, April 6, ‘It’s Showtime’ climbed to the number 4 spot on the overall ratings board, positioning itself as the second most-watched program in Saturday daytime programming, just below ‘Abot Kamay Na Pangarap.’ The ratings for ‘It’s Showtime’ spiked by 6.3 percent to reach 9.7 percent, a notable increase from its Friday rating of 3.4 percent.
This means that GMA Network contributed 6.3 percent to ‘It’s Showtime’s’ ratings, which is 2 percent higher than its predecessor, former Kapuso noontime program ‘Lunchtime Movie Hits,’ which garnered a Friday rating of 4.3 percent. This collaboration with GMA Network significantly boosted ‘It’s Showtime’s’ ratings compared to its previous airings solely on A2Z, GTV, and Kapamilya Channel, where they typically ranged from 3.5 to 5 percent.
Moreover, this also marked ‘It’s Showtime’s’ highest rating since the pandemic and ABS-CBN shutdown, surpassing its previous highest rating of 5.7 percent recorded on February 17.
On the other hand, ‘EAT…Bulaga,’ the sole rival of ‘It’s Showtime’ in the noontime slot, secured the number 12 position in Saturday’s overall ratings board with a rating of 4.4 percent, a slight increase from its previous day’s rating of 3.7 percent.
Now that ‘It’s Showtime’ is airing simultaneously on the country’s default largest TV network, it is now expected to dominate traditional TV viewership as well as maintaining its strong online presence via the Kapamilya Online Liove. However, it’s worth acknowledging also that ‘EAT…Bulaga’ still commands a loyal viewership base with its more than four decades of history.
The question now is, Can ‘It’s Showtime’ maintain its leadership in the noontime slot with its expanded reach? Or will ‘EAT…Bulaga’ stage a comeback and disrupt the historic collaboration between these former earstwhile rivals?
