TFC tops Comscore’s TV viewing engagement for Filipino networks in multicultural Asian households in the US in March 2021
TFC, the overseas flagship channel of leading global Filipino media and entertainment network ABS-CBN, was the preferred Filipino channel and among the most-watched multicultural networks on cable and satellite in the U.S. this past month of March. This data was shared by Comscore, a leading and trusted source for television viewing data.
“We are grateful to our audience for their appreciation, patronage, and support for our programs and content offerings as we continue to serve the Filipinos wherever they may be in the best or worst of times,” said ABS-CBN North and Latin America Managing Director Jun Del Rosario. “We’re very pleased with the reliable and thorough audience information that Comscore provides as it gives clear and meaningful insights on the value of our channel and audience.”
Based on the March 2021 TV viewing engagement reports of Comscore:
- TFC was the preferred channel among Filipino subscribers, being seen in over 192,000 households and logging in 10.7 million hours viewed vs. GMA Pinoy TV’s 163,000 households and 8.4 million hours viewed.
- 90 percent of the Top 20 most-watched programs are from TFC (18 out of 20). Nine out of the Top 10 shows are from TFC. FPJ’s Ang Probinsyano on its 7:30 p.m. weekday time slot nabbed the top spot, followed by the teleseryes, Huwag Kang Mangamba and Ang Sa Iyo ay Akin. TFC US’ daily news show, Balitang America (BA) secured the top 4 spot, making it the most-watched Philippine news program. ABS-CBN’s TV Patrol Global Edition placed 6th, while TV Patrol Sabado placed 10th.
- Viewers of the top 3 shows on TFC are “glued”, watching up to 70%+ of the programs.
- Based on Comparative Viewing, 77% of GMA Pinoy TV viewers watched TFC, while only 65% of TFC viewers watched GMA Pinoy TV.
- Across dayparts (Total Day, Early Morning, Daytime, Early Fringe, Prime Access, Prime Time), TFC’s Average Audience remains consistently higher versus GMA Pinoy TV. (Please see image below)
Data also showed that Filipinos tend to watch more content compared to other multicultural groups of similar population size.
Comscore’s TV engagement rating, also known as the Stickiness Index, ranks primetime ad-supported cable and broadcast telecasts by level of viewer engagement, which is determined by comparing the average percentage viewed of each telecast to that of all primetime telecasts with the same duration. Telecasts with the most engaged viewers have a higher Stickiness Index, indicating that more of the audience is tuned in—or engaged—for the duration of the telecast.
TFC partnered with Comscore earlier this year with the goal of getting industry and market insights on content performance, audience behaviour and preferences based on national TV audience measurement in the U.S.
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