As statisticians often point out, if you torture data long enough, it will tell you anything you want to hear.
On Wednesday, three major television networks released statements claiming to have won the high stakes ratings war on Monday, Nov. 8.
That was the day ABS-CBN launched its revamped flagship news program, “TV Patrol,” which TV5 challenged by fielding a fresh co-host for “Willing Willie,” its new game show— President Benigno Aquino’s former girlfriend, Shalani Soledad.
In a phone interview, TV5 EVP and COO Roberto Barreiro said “Willing” got a rating of 11.6 that evening.
This matched the performance of GMA 7’s “24 Oras” news program which also got a rating of 11.6, beating “TV Patrol,” which got 10.7, Barreiro said, citing the Nielsen TV Audience Measurement survey.
Barreiro said “Willing Willie” did well despite critics’ observation that Soledad’s performance left much to be desired. “It’s her first time,” he said. “We’ve seen many hosts start like this. They become better.”
Mega Manila
Quoting the same Nielsen survey, GMA 7 pointed out in a statement that “24 Oras”— anchored by Mel Tiangco and Mike Enriquez— outrated its rivals in Mega Manila, “despite the ABS-CBN newscast’s much-hyped changes in its roster of news readers.” The statement added, “TV5’s ‘Willing-Willie’… managed only 10.3 [in] the time slot it aired.”
Nationwide
ABS-CBN — the country’s largest broadcast firm — highlighted the results of its Kantar Media TNS survey, saying “most viewers nationwide” tuned in to “TV Patrol” with Ted Failon and returning anchors Noli De Castro and Korina Sanchez.
Corporate communications head Bong Osorio said “TV Patrol” had higher ratings than “Willing Willie” in national, Mega and Metro Manila. Osorio stressed, “We quote national… figures [because] the Philippines is not just Mega Manila… we are called the Philippines, not Mega Manila.”
According to ABS-CBN’s figures: Nationwide— “Patrol” posted 28; “24 Oras,” 19.5; “Willing Willie,” 14.5. In Mega Manila— “Patrol,” 20.9; “24 Oras,” 23.4; “Willing,” 19.4. In Metro Manila— “Patrol,” 22.2; “24 Oras,” 20.5; “Willing,” 19.3.
More options
“Viewers obviously like what they see,” Barreiro told the Inquirer by way of explaining the new game show’s “encouraging” performance.
He deflected concerns that introducing a game show with mass appeal to a time slot traditionally reserved for news programs may have a negative impact on the viewing public.
“We’re just offering options,” Barreiro said.
TV5 is owned by the Manuel V. Pangilinan-controlled Mediaquest Holdings Inc., which holds a minority stake in the Inquirer.
GMA 7 VP for News and Public Affairs Jessica Soho seemed unperturbed. “[The network is] happy and grateful that the solid viewers of ‘24 Oras’ stayed with us [on Monday],” Soho told Inquirer. “Credibility does matter.”
Changing landscape
How to make sense of these numbers? Ging Reyes, head of ABS-CBN News and Current Affairs, told the Inquirer: “We are happy with the results, but of course, we are aware that the landscape is changing. Now, it’s a three-way fight.”
Reyes acknowledged that having “an entertainment show as competitor” is “different.” She said, “It’s part of the excitement. We will keep improving our program.”
Network president Charo Santos said the “TV Patrol” overhaul was not a knee-jerk reaction to the challenge posed by the game show hosted by Willie Revillame, a former ABS-CBN talent. “The plan was [laid] in September,” Santos said. “Let me just say that [Revillame’s show] hastened things.”
