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.
From January to December 2013, ABS-CBN beat all other networks across all time blocks and even swept all 15 slots in the list of top 15 most watched programs last year.
The Kapamilya network remained undefeated in primetime (6PM-12MN) with an average audience share of 47%, or a whopping 16-point lead over GMA’s 31%. 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.
ABS-CBN also led the morning (6AM-12MN) block with an average audience share of 37% vs GMA’s 33%, while the network hit 40% audience share in the early afternoon block (12NN-3PM) vs GMA’s 36%. The late afternoon (3PM-6PM) block scored no exception as the Kapamilya Network ruled with 38% as compared to GMA’s 33%.
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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