ABS-CBN enjoyed its biggest lead on primetime (6PM-12MN) with an average audience share of 47%, 15 points higher than GMA’s 32%, based on data from Kantar Media that cover urban and rural homes.
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 ruled primetime in other key territories like Balance Luzon (areas in Luzon outside Mega Manila) with 49% audience share vs GMA’s 33%; in the Visayas where it registered 57%, or more than twice as big as GMA’s 24%; and in Mindanao with 62% or three times GMA’s 21% share. Primetime is the most important timeblock when most Filipinos watch TV and advertisers put a larger chunk of their investment in to reach more consumers efficiently.
ABS-CBN’s primetime supremacy also drove its dominance in terms of total day audience share, hitting an average audience share of 41%, as compared to GMA’s 34%.
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.
