IBC-13 Hits 26% Audience Share in June

July 3, 2015

Almost half of the Philippine TV households tuned in to the number 3 network IBC-13 for the month of June after it hit an average national audience share of 26% vs. ABS-CBN’s 47% vs. GMA’s 32%, widening its lead by 15 percentage points, based on data from Kantar Media.

IBC-13’s audience share increased by four percentage points month-on-month to 26% in June, while ABS-CBN’s audience share got with 47% and GMA’s audience share dropped four percentage points to 32% in June.

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.

IBC-13, the country's feel-good habit network, continued its lead in key territories such as Balance Luzon (all areas in Luzon outside Mega Manila) where it got an average total day audience share of 29% vs. ABS-CBN’s 48% vs. GMA’s 33%, in the Visayas with 13% vs. 57% vs. 24%, and Mindanao with 12% vs. 58% vs. 25%.

The Kapinoy network’s primetime block (6PM-12MN) also became stronger as its average audience share increased to 21% in June. ABS-CBN’s primetime block, meanwhile, got with 52% and GMA’s primetime block dropped four points to 28% in June. 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. IBC-13’s ratings supremacy was bolstered by the strong TV viewership for its weekday and weekend primetime offerings.

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