ABS-CBN maintains strong viewership 

ABS-CBN kept its stronghold in national TV viewership in November after hitting an average total day audience share of 45%, 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.

More urban and rural households also tuned in to the primetime (6PM-12MN) programmes of ABS-CBN, which climbed two points to 51% national audience share in November from 49% in the previous month. The much-contested 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 primetime supremacy was bolstered by its teleseryes, including the concluded Pure Love and Hawak Kamay, and new offerings Bagito and Dream Dad.

Pure Love ended on a high note last 14 November with 29.2%, which was also the programme’s all-time-high national TV rating. Hawak Kamay also finished strongly last 21 November with 33.5%.

Bagito instantly captured viewers during its premiere last 17 November with a national TV rating of 27.2%. Similarly, Dream Dad won on its timeslot during its debut last 24 November with 29%. Dream Dad also emerged as the most watched programme in the country for November with an average national TV rating of 30.1%.

Overall, 14 in the top 15 programmes were produced by ABS-CBN. Other Kapamilya shows on the list include The Voice of the Philippines (30%), Maalaala Mo Kaya (29.6%), Forevermore (28.7%), Hawak Kamay (28.4%), TV Patrol (28.3%), Pure Love (26.6%), Bagito (26.5%), Rated K (25.7%), Wansapanataym (25.2%), Home Sweetie Home (24.5%), Mga Kwento Ni Marc Logan (22.3%), Two Wives (22%), and Goin’ Bulilit (21.2%).

The country’s longest running daytime TV series Be Careful With My Heart successfully concluded last 28 November with a national TV rating of 19.6%.

ABS-CBN’s morning block (6AM-12NN) recorded an average national audience share of 38% while it registered 41% on the late afternoon block (3PM-6PM).

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

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

TABLE 3.  NATIONAL MORNING (6AM-12NN) TV VIEWERSHIP IN NOVEMBER 2014 BY HOUSEHOLDS

TABLE 4.  NATIONAL LATE AFTERNOON (3PM-6PM) TV VIEWERSHIP IN NOVEMBER 2014 BY HOUSEHOLDS