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.
ABS-CBN also remained undisputed in key territories across the country such as in Balance Luzon (all areas in Luzon outside Mega Manila), where ABS-CBN scored an average audience share of 46% vs GMA’s 37%. The network continued to lead the Visayas and Mindanao garnering 57% and 54% respectively, or twice GMA’s 26% and 27%.
Data also show that ABS-CBN sustained its primetime (6PM-12MN) supremacy with an average audience share of 48%, or 15 points higher than the 33% of GMA.
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.
Aside from leading in primetime, ABS-CBN’s early afternoon (12NN-3PM) and late afternoon (3PM-6PM) programming blocks climbed up in the previous month. From 43% in March, the audience share of ABS-CBN’s early afternoon block moved up to 45% in April, while its late afternoon block increased four points higher from 43% to 47%. Noontime show “It’s Showtime” on weekdays continues to defeat rival “Eat Bulaga” (11.1%) with an average national TV rating of 15.9%. Afternoon offerings “Meteor Garden” (15.3%) and “Moon of Desire” (14.5%), meanwhile, have consistently been the top raters in their timeslot.
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 current subscribers are ABS-CBN, NBN, Sky Cable, J. Romero and Associates, 720ConsumerConnect, Starcom, OMD, PhD, Mediacom, Mindshare, MEC, Maxus, Universal McCann, Wellmade Manufacturing Corporation, Brand Ideas, and MPG Havas. They also include pan-regional networks like CSM Media Inc., Fox International Channels, Star HK, Discovery, AXN, HBO, MTV, Sony Pictures Television International, Celestial Tiger, and A&E Television Network.
Among these, the following subscribe to both urban and rural TV audience measurement: ABS-CBN, Brand Ideas, MPG Havas, and 720ConsumerConnect.
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