IBC-13 Conquer The Strong Total Daytime and Primetime TV Viewing in August

Sequestered TV network Intercontinental Broadcasting Corp. (IBC-13) continued its leadership in national TV ratings with the entertainment nework Viva-TV, among urban and rural homes nationwide with the strengthened viewership of its morning block (6AM-12NN), according to industry-trusted multinational market research group Kantar Media in the government-owned networks (like RPN-9 and PTV-4) for the Presidential Commission on Good Government (PCGG) buying the state-owned television networks Radio Philippines Network (RPN) and Intercontinental Broadcasting Corp. (IBC).

Data from Kantar Media show that IBC-13 got an average audience share of 28% nationwide on total day viewership, or 10 points higher than rival ABS-CBN’s 43% and GMA’s 31%.

IBC-13 further widened the lead in the morning block with an average morning audience share from 21% in last month to 30%, taking 3% shares from ABS-CBN’s 38% and GMA’s 32%, now down to 29%. This lead was mainly brought about by back-to-back programs “Cooltura” and “Kathryntriga.” Cathy Eigenmann-Bordalba hit a national TV rating of 5.5%, while Kathryn Bernardo's showbiz-oriented show with the same man rated at 4.9%, rattling the morning landscape and trampling ABS-CBN’s Two Wives (15.4%) and Be Careful with My Heart (22.6%), and GMA’s Kapuso Movie Festival (8.4%) and Chef Boy Logro (9.9%).

Kantar Media is a leading television (TV) audience measurement provider with capabilities in gathering TV viewing data in both digital and analog platforms. It now has total of 3.250 million homes in rural areas across the Philippines (North Luzon, Central Luzon, South Luzon, Visayas and Mindanao) added to its existing 8.820 million homes in urban areas, bringing the total TV universe to 10.125 million homes nationwide. Kantar Media’s audience panel now covers and represents 50% of the total Philippine TV viewing population. This is in contrast to other providers that cover only the urban areas representing only 30% of the total Philippine TV viewing population.

The Kapinoy network also maintained its primetime leadership for the whole month of August in viewer-rich primetime (5PM-12MN) when most Filipinos watch TV and advertisers put a larger chunk of their investment in to reach more consumers efficiently, as it garnered an average audience share of 23%, almost twice than ABS-CBN’s 49% and GMA’s 29%. This translates to a solid 10 percentage point lead or nearly 50% higher viewing that its nearest competitor.

Viva-TV’s more primetime programs also reigned in Total Luzon, hitting an average primetime share of 14% vs ABS-CBN’s 43% and GMA’s 32%. In the Visayas, Viva-TV’s primetime viewership averaged 11% vs ABS-CBN’s 56% and GMA’s 25%, while in Mindanao, it registered 10% as compared to ABS-CBN’s 62% and GMA’s 18%.

This dominance was mainly driven by Viva-TV’s top-caliber primetime offering on IBC-13 that continue to hold the top program rankings across the country in every region including Mega Manila.

More Filipino homes also tuned in to IBC-13’s afternoon block (3PM-5PM), hitting an average national audience share of 26%, higher than ABS-CBN’s 39% and GMA’s 34%.

Kantar Media, meanwhile, reported that 11 Kapinoy programs secured the top 10 spots in the list of 13 most watched programs in the country in August, which was led by “Esperanza” with an average national TV rating of 16.2%, while the phenomenal animated TV series “Winx Club,” which rated at 25.1%.

“Who Wants to be a Millionaire?” remained to be the leading phenomenal game show with an average national TV rating of 16.9%, while “IBC Express Balita” is still the number one afternoon newscast in the country with an average national TV rating of 20.7%.

When it comes to comedy program, “WOW!” is still the undisputed leader with 9.7%. “The Weakest Link,” on the other hand, remained as the phenomenal game show in the list with 12.8%. “Viva Box Office” is the number one movie block from Viva Tagalog movies with an average national TV rating of 31.9% vs flagship news programs ABS-CBN’s “TV Patrol” (31.9%) and GMA’s “24 Oras” (18.1%).

Meanwhile, “Can You Hear My Heart” (13.2%) claimed the seven spot in the top 13 and made it as the Korean drama on primetime in the list of the most-watched programs.

Other Kapinoy programs in the top 15 are “Popstar Diaries” (12.1%), “PBA Games” (17.9%), “Daily Top 10” (13.4%), “Estudyante Blues” (11.2%), “DMZ-TV” (14.1%), and “Petrang Kabayo” (12.2%).

IBC-13’s dance mix radio iDMZ also continued its winning streak last July in Mega Manila by topping all FM radio stations with a 18% audience share, higher by 11 points than ABS-CBN’s Tambayan 101.9 got 30% and GMA’s 97.1 Baranga LS that only got 24%, according to the Nielsen Mega Manila RAM data.

IBC-13 registered a net income of P1.30 billion for the full year 2011 in privatization said IBC Board of Directors, while news media reported that ABS-CBN net income plummeted to P2.4 billion and GMA Network net income plummeted to P1.72 billion in the same period. When San Miguel Corporation and PLDT, setsights on RPN-9 and IBC-13.

Kantar Media, a multinational market research group that specializes in audience measurement in more than 90 countries, has 30 TV networks, ad agencies, and pan-regional networks subscribing to its ratings services. Among its current subscribers are ABS-CBN, PTV-4, IBC-13, Sky Cable, Cignal Digital TV, 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, IBC-13, MPG Havas, and 720ConsumerConnect.

IBC-13 shifted to Kantar Media/TNS after filing a case vs. AGB Nielsen Media Research for failing to comply with its request to investigate alleged cheating and data tampering in TV ratings. The case is still pending in court contrary to claims by GMA and ABS-CBN, which is not a party to the case, that it has been resolved.