ABS-CBN sustained its nationwide leadership by having the most number of Philippine TV households watching its shows the whole day. The country’s largest multimedia conglomerate hit an average audience share of 44%, or 11 points higher than GMA’s 33%, based on 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 maintained its winning streak on primetime (6pm-12 midnight), enjoying a three-point increase from the average audience share of 47% in April to 51% in May, a whopping 21-point lead over GMA’s 30%.
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 Twitter-trending singing-reality show The Voice Kids topped the list of the top ten most watched programmes in May and hit an average national TV rating of 34.1%. Its pilot episode on May 24 garnered a national TV rating of 33.3%, or almost thrice the 11.9% rating of GMA’s Vampire Ang Daddy Ko on the same day.
The Voice Kids
ABS-CBN swept all the spots on the top ten list, which also includes Dyesebel (30.6%), “Ikaw Lamang” (30.5%), Maalaala Mo Kaya (28.6%), Wansapanataym (26.3%), The Legal Wife (26%), TV Patrol (25.6%), Rated K (22.3%), Mirabella (20%), and Bet On Your Baby (19.5%) and Home Sweetie Home (19.5%).
The comeback of the phenomenal showbiz-oriented talk show The Buzz on May 18, dubbed as “The Buzz 15,” scored a national TV rating of 8.9% trumping Startalk with only 4.9%.
The return of the Philippines’ King of Asian novellas Lee Min Ho via the afternoon Korean drama The Heirs was also warmly welcomed by Filipino viewers. It debuted on a high note last May 26, recording a national TV rating of 13%, outdoing Jewel in the Palace that rated only 7%.
ABS-CBN also won in other key territories across the country. In Balance Luzon (all areas in Luzon outside Mega Manila), it earned an average audience share of 46% vs GMA’s 34%; 56% vs GMA’s 25% in the Visayas; and 55% vs GMA’s 27% in Mindanao.
Kantar Media is a television audience measurement provider with capabilities in gathering TV viewing data in both digital and analogue platforms. It is a multinational market research group that specialises 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.
