ABS-CBN remained undisputed in national TV viewership in October as more urban and rural households tuned in to its programs, hitting an average total day audience share of 44%, or nine points higher than GMA’s 35%, based on 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.
ABS-CBN also preserved its stronghold in the primetime block (6PM-12MN), where it recorded an average national audience share of 49%, a strong 15-point lead over GMA’s 34%. 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.
The Primetime Bida of ABS-CBN also showed its supremacy in other key territories such as Balance Luzon (areas in Luzon outside Mega Manila), where it triumphed with an average audience share of 54%, in the Visayas with 61%, and in Mindanao with 60%. GMA’s primetime block, on the other hand, garnered only 32%, 26%, and 27% respectively for the said areas.
ABS-CBN’s primetime leadership was driven by its top-caliber teleseryes, including “Ikaw Lamang,” which topped all programs in the country in October with its average national TV rating of 29.7%. It also ended on a high note last October 24, hitting a national TV rating of 34.1%, or 21 points ahead of its rival program “Hiram na Alaala” (13.1%). “Sana Bukas Pa Ang Kahapon” also finished strongly last October 10 with 27.3%, or 13 points higher than GMA's “Hiram na Alaala” (14%).
“Two Wives,” meanwhile, has consistently won its timeslot since its launch in the first week of October. It garnered a national TV rating of 20.9% last October 20, beating the pilot episode of rival program “Ilustrado" with only 11.5%. “Forevermore” instantly captivated viewers during its premiere last October 27 with a national TV rating of 27.1% vs “Hiram Na Alaala’s” 12.8%.
“The Voice of the Philippines” returned with a blast last October 26 after gaining a national TV rating of 28.3% that outperformed “Kapuso Mo, Jessica Soho’s” 17.2%. It also ranked second, tied with “Hawak Kamay” (28.3%), on the list of the most watched programs for October.
Overall, ABS-CBN clinched eleven spots on the list of top 15 programs nationwide. Other Kapamilya shows on the list include “TV Patrol” (28.2%), “Wansapanataym” (27.4%), “Home Sweetie Home” (26.7%), “Forevermore” (26.6%), “Maalaala Mo Kaya” (25.9%), “Pure Love” (23.6%), “Mga Kwento Ni Marc Logan” (23.6%), “Rated K” (23.6%), “Sana Bukas Pa Ang Kahapon” (22.9%), “Goin’ Bulilit” (22.1%), and “Two Wives” (20%).
In the morning block (6AM-12NN), “Da Adventures of Pedro Penduko” (12.2%) continues to beat its rival “Basta Every Day Happy” (5.3%), while “Marcelino Pan Y Vino” continues to win the hearts of young viewers with an average national TV rating of 10.1% compared to GMA's “Return of the Wife” with only 6.7%.
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.