ABS-CBN Corporation welcomed the year 2014 on a high note as more Filipinos across urban and rural households all over the country tuned in to its programs last January, with an average national audience share of 44%, or 12 points higher than GMA’s 32%, 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.
The Kapamilya network also continued to rule in key territories, including Balance Luzon (all areas in Luzon outside Mega Manila), where it registered an average audience share of 45% vs GMA’s 36%. ABS-CBN even beat GMA both with a 35-point lead in Visayas (58%) and Mindanao (57%), leaving the Kapuso network behind with only 23% and 22% respectively.
With ABS-CBN’s strong line-up of teleseryes, the network maintained its primetime (6PM-12MN) supremacy with 48% last January, or a solid 16-point lead against GMA’s 32%.
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.
Newest primetime offering “The Legal Wife” was off to a good start and rated high with an average national TV rating of 21.5%, ranking as the country’s eighth most viewed program in January and pounding GMA’s newly-launched program “Rhodora X” (11.2%).
Kapamilya sitcom “Home Sweetie Home” (20.2%) emerged as the most watched program every Sunday, while “TV Patrol” (27.2%) is still the most watched newscast.
The Kathryn Bernardo and Daniel Padilla-starrer “Got to Believe” continued to reign on its timeslot with an average national TV rating of 25.5%, clobbering GMA’s new show “Carmela” starring Marian Rivera with only 13.8%.
Overall, 13 out of the top 15 most watched programs nationwide in January were produced by ABS-CBN including “Honesto” (29.7%), “Wansapanataym” (28.6%), “Maalaala Mo Kaya (26.5%), “Bet On Your Baby” (25.4%), “Annaliza” (22.4%), “Rated K” (18.7), “Be Careful With My Heart” (17.8%), “Goin Bulilit” (17.2%), and “Maria Mercedes” (15.9%).
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.