More Filipino households across urban and rural homes nationwide tuned in to the top-caliber programs produced by ABS-CBN Corporation this November, scoring an average audience share of 44%, or 11 points ahead of GMA’s audience share of 33%, based on recent data from Kantar Media.
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%.
“TV Patrol” remained as the most trusted TV newscast as it registered an average national TV rating of 27.5% beating again GMA’s “24 Oras” with only 17.2%. It also clinched the second spot on the top 15 list of most watched programs in the country in November.
Judy Ann Santos’ “Bet On Your Baby” (26.2%), on the other hand, climbed to the fourth spot from seventh place in the previous month.
Other programs in the top 15 produced by ABS-CBN include “Wansapanataym,” “Got To Believe,” “Annaliza,” Maalaala Mo Kaya,” “Goin’ Bulilit,” “Rated K,” “TV Patrol Weekend,” “Be Careful With My Heart,” and “ Maria Mercedes.”
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.