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.
Data showed that ABS-CBN maintained its primetime (6PM-12MN) supremacy with an average audience share of 48%, or 16 points higher than GMA’s 32%. The strong performance was driven by the network’s quality line-up of drama teleseryes, including the number one most watched program “Honesto” with an average national TV rating of 28.9%.
ABS-CBN Primetime Bida also ruled in other key territories such as Balance Luzon (areas in Luzon outside Mega Manila) with an average audience share of 51% compared to GMA’s 33%; in Visayas where it recorded 65%, or more than thrice as GMA’s 20%; and in Mindanao with 62% against GMA’s 23%.
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 also continued to beat other networks across all programming blocks.
The morning (6AM-12MN) block recorded an average audience share of 37% vs GMA’s 33%.
The early afternoon (12NN-3PM) block hit 41%, while GMA got 37%. It was driven by the noontime show “It’s Showtime,” which again overtook “Eat Bulaga” in ratings game.
ABS-CBN’s late afternoon block (3PM-6PM) scored 43%, or 11-point higher than GMA’s 32%.
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.
According to an online survey conducted by top entertainment blog LionHearTV (see: Kantar Media remains the most trusted TV ratings provider – survey) recently, Kantar Media remains as the most trusted provider of television ratings in the Philippines for two consecutive years. Out of 220 respondents, 84% said they believe in the figures released by Kantar Media more than AGB Nielsen’s, which only garnered 18%.
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