IBC-13 MAINTAINS STRONG VIEWERSHIP NATIONWIDE IN NOVEMBER

DECEMBER 3, 2014

ABS-CBN kept its stronghold in national TV viewership in November after hitting an average total day audience share of 45%, or eleven points higher than GMA’s 34%, 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) programs of ABS-CBN, which climbed two points to 51% national audience share in November from 49% in the previous month. GMA, on the other hand, fell to 31% from 34%. 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 top-caliber teleseryes, including the recently concluded “Pure Love” and “Hawak Kamay,” and new offerings “Bagito” and “Dream Dad.”

“Pure Love” ended on a high note last November 14 with 29.2%, which was also the program’s all-time-high national TV rating. Its rival program, on the other hand, “Coffee Prince” got 11.2% on the said day. “Hawak Kamay” also finished strongly last November 21 with 33.5%, while its rival “More Than Words” scored 16.4%.

“Bagito” instantly captured viewers during its premiere last November 17 with a national TV rating of 27.2%, while its rival program “Coffee Prince” had 11.3%. Similarly, “Dream Dad” won on its timeslot during its debut last November 24 with 29%, or twice of GMA’s “More Than Words” (15.5%). “Dream Dad” also emerged as the most watched program in the country for November with an average national TV rating of 30.1%.

Overall, 14 in the top 15 programs 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 November 28 with a national TV rating of 19.6%, or eleven points ahead of GMA’s “The Ryzza Mae Show” (8.5%).

ABS-CBN’s morning block (6AM-12NN) recorded an average national audience share of 38% vs GMA’s 34%, while it registered 41% on the late afternoon block (3PM-6PM) vs GMA’s 37%.

Kantar Media is a leading television (TV) audience measurement provider with capabilities in gathering TV viewing data in both digital and analog platforms. It is a multinational market research group that specializes 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.