ABS-CBN, the country’s largest and leading multimedia conglomerate, sustained its nationwide leadership by having the most number of Philippine TV households watching its shows whole day. ABS-CBN enjoyed its biggest lead on primetime (6PM-12MN) with an average audience share of 47%, 15 points higher than GMA’s 32%, based on data from Kantar Media that cover urban and rural homes. 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 ruled primetime in other key territories like Balance Luzon (areas in Luzon outside Mega Manila) with 49% audience share vs GMA’s 33%; in the Visayas where it registered 57%, or more than twice as big as GMA’s 24%; and in Mindanao with 62% or three times GMA’s 21% share. Primetime is the most important timeblock when most Filipinos watch TV and advertisers put a larger chunk of their investment in to reach more consumers efficiently. ABS-CBN’s primetime supremacy also drove its dominance in terms of total day audience share, hitting an average audience share of 41%, as compared to GMA’s 34%.
Posted on: Tue, 10 Sep 2013 12:01:20 +0000
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