ABS-CBN Corporation, the country’s largest multimedia conglomerate, dominated Philippine television in May with average audience share of ABS-CBN’s growing to 37% in May or six points higher than GMA’s 31%. Even more Filipinos across the country tuned in to ABS-CBN primetime (6 PM to 12MN) last month, beating GMA Network in its strong-hold areas Mega and Metro Manila on the timeblock that has the most number of TV viewers.
Data from Kantar Media show that ABS-CBN’s primetime programs improved its average national audience share to 44% or a 16-point lead vs GMA’s 28%. While ABS-CBN experienced an uptick from 43% in April, GMA suffered a drop from 30% last month.
GMA’s decline in primetime viewership is also seen in Mega and Metro Manila. ABS-CBN registered a 34% audience share vs GMA’s 33% in Mega Manila. ABS-CBN’s lead over GMA in Metro Manila was even bigger. ABS-CBN got 36% audience share vs GMA’s 31%.
ABS-CBN’s “TV Patrol” continues to be the country’s most watched and the most credible TV news program with an average rating of 25.1% vs “24 Oras” of GMA with only 16.6%. It also won in Mega Manila last May 27 with 23.6% vs “24 Oras” (22%) and in Metro Manila (24-31 May) with an average rating of 23% vs “24 Oras” 20%.
Even on radio, “TV Patrol” on DZMM received a 20% audience share among Mega Manila listeners in from April as compared to “24 Oras” on DZBB with only 15%, based on Nielsen’s Mega Manila Radio Audience Measurement survey.
“TV Patrol” was also cited as the most credible source by respondents in a recent survey by StratPolls Inc. 45.6% of Filipinos cited “TV Patrol” as the ‘most credible’ news reader team on television while 41.2% cited the team of “24 Oras.” This survey covered the period April 25 to 29, 2011.
ABS-CBN took all the top 12 slots in the list of top regular programs for the month of May with “100 Days to Heaven” leading with an average ratings of 32.6%.
Joining the top 12 regular programs were “Minsan Lang Kita Iibigin” (32.5%), “Mara Clara” (32.4%), “Mutya” (30.9%), “Maalaala Mo Kaya” (28.5%), “Pilipinas Got Talent” (23.6%), “Rated K” (23%), “Wansapanataym” (23%), “Gandang Gabi Vice” (21.4%), “The Biggest Loser Pinoy Edition” (20.5%), and “Goin Bulilit” (19.4%).
ABS-CBN’s new offerings outperformed GMA’s new shows. ABS-CBN’s talk show “Gandang Gabi Vice” and reality show “The Biggest Loser Pinoy Edition” rated higher than GMA’s best bet “Amaya” (19.4%) even when shown at an earlier primetime slot.
ABS-CBN’s noontime show “Happy Yipee Yehey” continues to beat GMA’s “Eat Bulaga” in southern Luzon, the Visayas, and Mindanao. In May, “Happy Yipee Yehey” rated 12.4% vs “Eat Bulaga’s” 10.7% in southern Luzon, 16% vs 8.4% in the Visayas, and 14.1% vs 6.8% in Mindanao. It is gaining ground in Northern Luzon.
In Balance Luzon (areas in Luzon outside Mega Manila), ABS-CBN enjoyed a bigger lead with 41% audience shares vs GMA’s 32%.
In the Visayas, ABS-CBN pulled away with a 57% audience share vs GMA’s 21%. In Mindanao, ABS-CBN’s audience share averaged 53% vs GMA’s 17%.
ABS-CBN’s AM radio station continues to dominate Mega Manila as it posed a 38% audience share in April versus DZRH with 15%, based on NMMRAM. GMA’s DZBB was far third with 14%.
Kantar Media started releasing its Philippine television audience measurement data in February 2009 with panels composed of 1,370 representative households covering urban Philippines and reporting on seven sectors namely the National Capital Region, North Luzon, Central Luzon, South Luzon, the Visayas and Mindanao.
Kantar Media’s current subscribers include ABS-CBN, NBN, Sky Cable, J. Romero and Associates, Adformatix, Starcom, OMD, PhD, Mediacom, Mindshare, MEC, Maxus, Universal McCann, and Wellmade Manufacturing Corporation. They also include pan-regional networks likes CSM Media Inc., Fox International Channels, Star HK, Discovery, AXN, HBO, MTV, and Sony Pictures Television International.
