ABS-CBN remained undisputed in national TV viewership in October as more urban and rural households tuned in to its programmes, 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 programmes in the country in October with its average national TV rating of 29.7%. It also ended on a high note last 24 October, hitting a national TV rating of 34.1%, or 21 points ahead of its rival programme Hiram na Alaala (13.1%). Sana Bukas Pa Ang Kahapon also finished strongly last 10 October 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 20 October, beating the pilot episode of rival programme Ilustrado with only 11.5%. Forevermore instantly captivated viewers during its premiere last 27 October with a national TV rating of 27.1%.

The Voice of the Philippines returned with a blast last 26 October 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 programmes for October.

Overall, ABS-CBN clinched eleven spots on the list of top 15 programmes 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 television (TV) 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. 

TABLE 1. TOTAL DAY NATIONAL TV VIEWERSHIP IN OCTOBER 2014 BY HOUSEHOLDS

 

TABLE 2. NATIONAL PRIMETIME (6PM-12MN) TV VIEWERSHIP IN OCTOBER 2014 BY HOUSEHOLDS

 

TABLE 3. BALANCE LUZON PRIMETIME (6PM-12MN) TV VIEWERSHIP IN OCTOBER 2014 BY HOUSEHOLDS

 

 

TABLE 4. VISAYAS PRIMETIME (6PM-12MN) TV VIEWERSHIP IN OCTOBER 2014 BY HOUSEHOLDS

 

TABLE 5. MINDANAO PRIMETIME (6PM-12MN) TV VIEWERSHIP IN OCTOBER 2014 BY HOUSEHOLDS HOUSEHOLDS

 

TABLE 6. TOP 15 PROGRAMMES IN OCTOBER 2014 (NATIONAL HOMES)