ABS-CBN RULES VIEWER-RICH PRIMETIME TV IN MAY

ABS-CBN Corporation, the country’s largest multimedia conglomerate, continued its nationwide leadership by having the most number of Philippine TV households watching its shows on primetime (6PM to 12 MN) last May with an average audience share of 42% versus GMA’s 29%, based on data from the global industry-trusted audience research group Kantar Media.

 

Kantar Media, which has national panel size of 1,370 homes and 7,535 individuals that are statistically representative of total Philippine TV population, reported that ABS-CBN slightly increased its lead in Metro Manila to 36% last month from 35% in April, while GMA maintained its share at 32% during primetime when most Filipinos spend time watching TV and advertisers put their investments to reach more consumers efficiently.

 

ABS-CBN ruled primetime in other key territories like Balance Luzon (areas in Luzon outside Mega Manila) with 46% audience share vs GMA’s 30%; in the Visayas where it registered a two-point increase to 58% or a 40-point lead over GMA’s 18%; and in Mindanao with 59% or almost four times bigger than GMA’s 15% share.

 

This primetime dominance is mainly driven by ABS-CBN’s top-caliber drama series with “Walang Hanggan” at number one with an average national TV rating of 36.5%. It was also the most-viewed program in Mega Manila with 30% vs “Legacy” with 20.8% and in Metro Manila with 31.8% vs 19.9%.

 

Royal teleserye especially shot inBhutan, “Princess and I,” was the second most-viewed program nationwide with a national TV rating of 31.7%. The Kathryn Bernardo-starrer also outperformed its rival in Metro Manila with 26.2% vs. GMA’s new series “Luna Blanca” with 21.4%.

 

The country’s longest running primetime newscast, “TV Patrol,” remains to be the number one newscast in the country with an average national TV rating of 26% vs “24 Oras” with 18.8%.

 

Overall, seven out of the top ten programs for May are produced by ABS-CBN that includes “Maalala Mo Kaya” (25.9%), “Wansapanataym” (22.7%), “Dahil sa Pag-ibig” (22.5%), and “Rated K” (21.6%).

 

Based on Kantar Media’s data, ABS-CBN garnered an average audience share of 34.1% in total day with rival GMA Network placing second with 33.6% share.

 

Kantar Media, a multinational market research group that specializes in audience measurement in more than 80 countries, has 22 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, 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.

 

ABS-CBN 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, which is not a party to the case, that it has been resolved.

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ABS-CBN PANALO SA MAYO

Numero uno sa mas maraming kabahayang Pinoy ang ABS-CBN pagdating sa primetime (6pm to 12mn) matapos itong manguna noong Mayo sa average audience share na 42% laban sa 29% ng GMA base sa pinakahuling datos ng pinagkakatiwalaang Kantar Media na kilala sa pananaliksik sa manonood ng TV sa iba’t ibang bansa.

Bahagyang tumaas ang lamang ng ABS-CBN sa primetime sa Metro Manila noong nakaraang buwan sa average audience share na 36% mula sa 35% noong Abril, samantalang ang GMA ay hindi gumalaw sa share na 32%. Ang primetime block (6PM hanggang 12 MN) ang pinakamahalagang oras ng araw para sa parehong manonood at advertisers dahil dito pinakamaraming nanonood at dito mas naglalagay ng patalastas.

Maging sa Balance Luzon (mga lugar sa Luzon na nasa labas ng Mega Manila) ay numero uno ang primetime ng Kapamilya Network matapos itong pumalo sa audience share na 46% kontra 30% ng GMA.

Mas lumakas naman ang ABS-CBN pagdating sa Visayas kung saan tumaas ang audience share nito sa 58%, mas mataas ng 40 puntos sa 18% ng GMA, habang nanatili rin itong namamayagpag sa Mindanao sa audience share na 59% o halos apat na beses ang laki kumpara sa 15% share ng Kapuso Network.

Ang pamamayagpag na ito sa primetime ay dala pa rin ng dekalibre at hindi mapantayang soap operas na handog ng Dos sa publiko. “Walang Hanggan” pa rin ang nangunguna sa top ten na pinakapinapanood na programa noong nakaraang buwan sa average national TV rating na 36.5%. Ito rin ang tinututukan gabi-gabi sa Mega Manila sa rating na 30% laban sa “Legacy” na may 20.8% at maging sa Metro Manila kung saan pumalo ito ng 31.8% kontra 19.9% ng kalabang programa.

Pumangalawa naman sa top ten ang royal seryeng “Princess and I” sa average national TV rating na 31.7%. Taob din ang nito ang kalabang programa sa Metro Manila sa rating na 26.2% kontra “Luna Blanca” na may 21.4%.

Samantala, ang pinakamatagal na primetime newscast sa bansa na ”TV Patrol” ay nanatiling numero uno sa average national TV rating na 26% kumpara sa kalabang “24 Oras” na may 18.8%.

Sa kabuuan, pito sa top ten programa noong Mayo ay mula sa ABS-CBN kabilang na ang “Maalala Mo Kaya” (25.9%), “Wansapanataym” (22.7%), “Dahil sa Pag-ibig” (22.5%), at “Rated K” (21.6%).

ABS-CBN pa rin ang mas pinapanood nationwide, base pa rin sa ulat ng Kantar Media, sa average audience share na 34.1% kontra GMA Network na nakakuha ng 33.6% share.

Kasalukuyang naka-subscribe sa ratings services ng Kantar Media, isang multinational market research group na nagsasagawa ng audience measurement surveys sa mahigit 80 bansa, ang 22 TV networks, ad agencies, at pan-regional networks. Kabilang sa mga subscribers nito ang A BS – CBN , NBN, Sky Cable, J. Romero and Associates, Adformatix, Starcom, OMD, PhD, Mediacom, Mindshare, MEC, Maxus, Universal McCann, at Wellmade Manufacturing Corporation. Naka-subscribe rin sa kanila ang pan-regional networks tulad ng CSM Media Inc., Fox International Channels, Star HK, Discovery, AXN, HBO, MTV, at Sony Pictures Television International

Lumipat sa Kantar Media ang ABS-CBN matapos magsampa ito ng kaso laban sa AGB Nielsen Media Research sa hindi nito pagsunod sa hiniling na imbestigasyon hinggil sa umano’y pandaraya ng datos ng kanilang TV ratings. Kasalukuyang nakabinbin pa sa korte ang kaso taliwas sa sinabi ng GMA na ito’y naresolba na. Hindi partido sa naturang kaso ang GMA.

TABLE 1.  NATIONAL PRIMETIME TV VIEWERSHIP IN MAY 2012 BY HOUSEHOLDS

 

RANK

TV NETWORK

AUDIENCE SHARE IN %

1

ABS-CBN

42%

2

GMA

29%

3

TV5

13%

Source: Kantar Media

 

TABLE 2. METRO MANILA PRIMETIME TV VIEWERSHIP IN MAY 2012 BY HOUSEHOLDS

 

RANK

TV NETWORK

AUDIENCE SHARE IN %

1

ABS-CBN

35%

2

GMA

33%

3

TV5

13%

Source: Kantar Media

 

 

 

TABLE 3. BALANCE LUZON PRIMETIME TV VIEWERSHIP IN MAY 2012 BY HOUSEHOLDS

 

RANK

TV NETWORK

AUDIENCE SHARE IN %

1

ABS-CBN

46%

2

GMA

30%

3

TV5

10%

Source: Kantar Media

 

TABLE 4.  VISAYAS PRIMETIME TV VIEWERSHIP IN MAY 2012 BY HOUSEHOLDS

 

RANK

TV NETWORK

AUDIENCE SHARE IN %

1

ABS-CBN

58%

2

GMA

18%

3

TV5

11.5%

Source: Kantar Media

 

TABLE 5.  MINDANAO PRIMETIME TV VIEWERSHIP IN MAY 2012 BY HOUSEHOLDS

 

RANK

TV NETWORK

AUDIENCE SHARE IN %

1

ABS-CBN

59 %

2

GMA

15%

3

TV5

10%

Source: Kantar Media

TABLE 6.  NATIONAL TV VIEWERSHIP IN MAY 2012 BY HOUSEHOLDS

 

RANK

TV NETWORK

AUDIENCE SHARE IN %

1

ABS-CBN

34.1%

2

GMA

33.6%

3

TV5

13.5%

Source: Kantar Media

TABLE 7. TOP 10 PROGRAMS IN MAY 2012 (NATIONAL HOMES)

RANK

PROGRAM

1

WALANG HANGGAN

36.5

2

PRINCESS AND I

31.7

3

TV PATROL

26

4

MAALAALA MO KAYA…

25.9

5

WANSAPANATAYM

22.7

6

DAHIL SA PAG-IBIG

22.5

7

RATED K HANDA NA BA KAYO?

21.6

8

EAT… BULAGA! (SATURDAY)

20

9

24 ORAS

18.8

10

EAT… BULAGA!

18.4

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