ABS-CBN ended 2015 on a high note after the network ruled nationwide ratings from January to December last year (excluding Holy Week) with an average national audience share of 43% versus GMA 7’s 36%, data from Kantar Media says.
ABS-CBN also kept a stronghold of the primetime block whole year round as it scored an average national audience share of 50% compared to rival’s 31%. This means half of the Filipino viewing population in combined urban and rural homes tuned in to the top-caliber programs offered by ABS-CBN on primetime.
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.
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.
Meanwhile, ABS-CBN shows also dominated the top 20 list of most watched programs for 2015, 19 of which were produced by the network.
Topping the list as the most watched program last year is “The Voice Kids” (41.7%) followed by “FPJ’s Ang Probinsyano” (38.8%), “Nathaniel” (34.6%), “Pangako Sa’Yo” (33.5%), and “MMK” (30.5%).
Having aired for over a month since it premiered last November, “Dance Kids” still managed to land on the sixth spot with an average national TV rating of 30%. It is followed by “Dream Dad” (29.9%), “Your Face Sounds Familiar Season 1” (29.8%), “Forevermore” (29.2%), and ABS-CBN’s flagship news program “TV Patrol” (28.2%) in the tenth spot.
Other programs in the top 20 are “Wansapanataym” (27.9%), “Rated K” (25.2%), “Your Face Sounds Familiar Season 2” (25.1%), “Home Sweetie Home” (24.2%), “The Voice of the Philippines” (23.2%), “Pasion De Amor” (23%), “Bridges of Love” (22.2%), “Goin Bulilit” (21.4%), and “On the Wings of Love” (21.3%).
ABS-CBN also fared better than its competition in other territories such as Balance Luzon (areas in Luzon outside Mega Manila), where it scored a national average audience share of 45% versus GMA’s 36%; in Visayas with 55% versus rival’s 27%; and in Mindanao with 54% versus GMA’s 28%
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 local current subscribers are ABS-CBN, Peoples Television Network Inc., The Huddle Room Media Inc., JRA Advertising (J. Romero and Associates), 720 Consumer Connect, ZenithOptimedia, Viva Communications Inc., Manprom, Philippine Daily Inquirer , CNN Philippines, Starcom, Clubmedia, Havas Media Ortega, and Media Agency groups IPG Mediabrands (Touch BPN, UM), Dentsu Aegis Network (Dentsu, Mediaforce, Carat), Omnicom Media Group (OMD, PHD and M2M) as well as Group M (Mindshare, MEC, MediaCom, and Maxus).
International subscribers to Kantar Media include Turner Broadcasting System Asia, NBCU Global Networks Asia Pte Ltd, Google Asia Pacific Pte Ltd, Home Box Office (Singapore) Pte Ltd, Scripps Networks Interactive (Asia) Pte. Ltd., MTV Asia, Fox International Channels, Discovery Networks Asia-Pacific Pte Ltd, CSM Media Research (China), AETN All Asia Networks Pte Ltd, Celestial Tiger Entertainment and Sony Pictures International.