ABS-CBN pulls away in October TV ratings

ABS-CBN, the country’s leading and largest media conglomerate, strengthened its nationwide leadership over rival TV stations in October with an average total day share of 45%, up by three points from the previous month and 12 points higher than GMA’s 33%, 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.

October’s figures also showed that more Filipino households across urban and rural homes tuned in to ABS-CBN’s shows as all of its programming blocks gained an upturn.

In the morning block (6AM-12NN), ABS-CBN got 37% vs GMA’s 34%. 

ABS-CBN’s early afternoon block (12NN-3PM) was also up by four points with 43%, while GMA dipped to 37%. The increase was driven by the noontime show “It’s Showtime” hitting an average national TV rating of 17.7% rising from previous month’s 13%. “Eat Bulaga,” meanwhile fell to 13.7% from 15.2%.

Its late afternoon block (3PM-6PM) jumped to 45%, or eight points higher from previous month’s 37% hauled by the strong performance of “Kapamilya Blockbusters” (13.8%), which continues to beat “Mga Basang Sisiw” (12.1%); “Love Story of Kang-Chi” (13.7%); and “Galema: Anak Ni Zuma” (16.2%). GMA, on the other hand, was down to 31% from previous month’s 34%.

ABS-CBN’s primetime (6PM-12MN) offerings remained undefeated in October with an average audience share of 49%, or 18 points ahead of GMA’s 31%. 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.

ABS-CBN’s new primetime show “Honesto" charmed many viewers with an average national TV rating of 30.3% and ranked as the country’s second most-watched program in the said month, pounding GMA’s “Genesis” with only 14.1%. 

New game show “Bet On Your Baby,” hosted by Judy Ann Santos, also rated high at 26.9% average national TV rating, while "Maria Mercedes" launched strong at 23.8% for its pilot episode.

“TV Patrol” remained as the viewers’ top choice when it comes to news with an average national TV rating of 29.5%, as compared to GMA’s “24 Oras” with 17.9%.

Superhero drama “Juan dela Cruz” ended on a high note with a rating of 38.3% for its finale episode and an average national TV rating of 34.5%, even topping the list of the most watched programs in the said month.

The recently-concluded Koreanovela “Wish Upon a Star” ruled on its timeslot scoring an average national TV rating of 10.3% vs GMA’s “Lola” with 6%.

ABS-CBN’s Saturday afternoon movie block “Sabado Specials” hit an average national TV rating of 16%, beating GMA’s showbiz-oriented talk show “Startalk” with only 7%.

Overall, 13 out of the country’s top 15 most watched programs were produced by ABS-CBN including “Maalaala Mo Kaya” (30.1%), "Wansapanataym" (29.4%), “Got to Believe" (29.2%), "Annaliza" (24.9%), “Muling Buksan ang Puso” (23.9%), "Rated K” (20.8%), “Goin’ Bulilit” (20.2%) and “Be Careful With My Heart” (19.4%).

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.