ABS-CBN expects revenues to hit P3.8 billion in second quarter

MANILA, Philippines - Media conglomerate ABS-CBN Broadcasting Corp. expects its revenues to hit P3.8 billion in the second quarter of this year, boosted by record revenues of P1.4 billion in May.

August Benitez, ABS-CBN head of sales, said the continued warm reception to ABS’CBN’s programs provided the needed boost to keep its TV ratings lead in Mega Manila.

Benitez said ABS-CBN has dominated in all the important timeblocks all throughout the day both on weekdays and on weekends.

He said ABS-CBN has further widened its lead nationwide with a 52 percent audience share in the primetime block or an increase of 16 percentage points over rival GMA Network Inc.’s 35 percent.

He said the network is confident it would sustain its growth this month, pointing out that initial results are showing continued strength. “We’re trending almost the same as last month,” he said.

“Our current strategy of continuously investing in our programming despite the hard times and incessantly providing the best ad environment to our valued clients seems to be paying off remarkably well. The ratings and revenues surge we are experiencing today are simply affirmations of how viewers appreciate the quality of our programs and how advertisers regard us as the most meaningful conduit to their customers,” Benitez said.

Out of the total P1.4 billion revenues, seven percent or eight percent came from advocacy ads.

Oz Trinidad, head of Sales Strategic Planning, said advertising rates will increase by eight percent beginning Aug. 1, which will further boost the network’s revenues.