It’s ABS-CBN’s turn to claim lead in audience ratings

MANILA, Philippines—Local broadcasting giant ABS-CBN Corp. claims leading television audience ratings across urban and rural homes in January, citing data from pollster Kantar Media.

In a press statement, ABS-CBN reported a total day share of 40 percent, seven percentage points higher than stiffest rival GMA7’s 33 percent, based on Kantar Media.

“Kantar Media uses a nationwide panel size of 2,609 urban and rural homes that represent 100 percent of the total Philippine TV viewing population, while AGB Nielsen reportedly has 1,980 homes based solely in urban areas that represent only 57 percent of the Philippine TV viewing population,” the statement said.

Earlier this week, GMA7 also claimed the highest rating for January based on Nielsen data.

By territory, ABS-CBN said it continued to rule over all areas in Luzon outside Mega Manila with a total day audience share of 41 percent vs GMA’s 37 percent; in the Visayas, with an even wider lead of 47 percent versus GMA’s 27 percent, and in Mindanao with 53 percent vs 22 percent.

ABS-CBN said it also maintained its nationwide primetime supremacy (6 p.m.-12 midnight) in January with a 44 percent audience share, a 13-percentage-point lead over GMA’s 31 percent, based on Kantar data. This was attributed to ABS-CBN’s drama “teleseryes,” including the highest rated “Ina Kapatid Anak” with a national TV rating of 32.8 percent.

The primetime block is the most important part of the day when most Filipinos watch TV and advertisers put in a larger chunk of their advertising in to reach more consumers efficiently.

Meanwhile, ABS-CBN’s new early primetime offering, “Kahit Konting Pagtingin,” reported a national TV rating of 24.2 percent, ranked as the 9th most viewed program in the country. This was compared by ABS-CBN with GMA’s recently launched program “Forever” with 11.9 percent.

Kantar data also suggested that “TV Patrol” remained the most watched newscast with 29.6 percent, while “Be Careful with My Heart” was the country’s highest-rating daytime program with a 26.3 percent national TV rating.

“Kailangan Ko’y Ikaw,” starring Kris Aquino, Anne Curtis, and Robin Padilla, also rated high at 21.7 percent, while the game show “Minute to Win It” debuted strongly on its morning timeslot with an average rating of 20.8 percent.

ABS-CBN’s noontime program “It’s Showtime” also prevailed in January with a national TV rating of 12 percent versus TV5’s “Wowowillie” that rated 7 percent on its first three days.

Overall, 13 out of the 15 most watched programs in January were produced by ABS-CBN, including “Wansapanataym” (32.5 percent), “Princess and I” (30.6 percent), “Maalaala Mo Kaya” (29.2 percent), “Aryana” (26.6 percent), “Kapamilya Deal or No Deal” (26.1 percent), “Goin’ Bulilit” (22.9 percent), and “Rated K” (22.4 percent).

Kantar Media is a leading 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.

ABS-CBN shifted to Kantar Media/TNS after filing a case against AGB Nielsen Media Research, citing the latter’s failure to heed its request to investigate alleged cheating and data tampering in TV ratings. The case is still pending in court, ABS-CBN said.