ABS-CBN remains to be the most watched TV network in the country last November after the Kapamilya Network garnered an average audience share of 42% from combined urban and rural homes vs GMA 7’s 38%, according to recent data from Kantar Media.
ABS-CBN also kept a stronghold of the primetime block hitting an average audience share of 49% nationwide versus rival’s 33%. 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.
Still on top of the most watched programs list in the previous month is “FPJ’s Ang Probinsyano” with an average national TV rating of 39.9% followed by “Pangako Sa’Yo” with 34.8% and newcomer “Dance Kids,” which instantly landed on the third spot with 31.6% after only three weeks on air.
“Wansapanataym” climbed two notches to number four from previous month’s sixth with 31.5% followed by primetime newscast “TV Patrol” (31.4%) and weekend favorites “MMK” (28.2%) and “Home Sweetie Home” (28%).
Primetime series “Pasion De Amor” and comedy show “Goin Bulilit,” meanwhile, tied at the ninth spot both scoring an average national TV rating of 26%.
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 42% vs GMA’s 40%; in Visayas with 53% vs rival’s 29% and in Mindanao with 54% vs GMA’s 29%
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).