ABS-CBN welcomes the year 2015 strongly as it remains the most watched TV network in the country with an average national audience share of 42%, or six points higher compared to GMA’s 36%, based on data from Kantar Media for the month of January.
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.
The Kapamilya network continues its lead in key territories such as Balance Luzon (all areas in Luzon outside Mega Manila) where it got an average total day audience share of 45%, in the Visayas with 56%, and Mindanao with 48%. GMA, on the other hand, garnered 36%, 26%, and 31%, respectively.
ABS-CBN continues its stronghold in the primetime (6PM-12MN) block with an average audience share of 47%, or 14 points higher than GMA (33%). 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.
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.
