GMA overtakes ABS-CBN in daytime TV ratings

MANILA, Philippines - GMA Network Inc. has altered television channel ranking as it overtook ABS-CBN last year in nationwide total day household audience share, according to ratings service provider Nielsen TV Audience Measurement.

Based on Nielsen’s full 2011 nationwide data, GMA posted a 34.2 percent total day average television household audience share, ahead of ABS-CBN’s 31.1 percent and TV5’s 15.6 percent by substantial gaps.

Nielsen said GMA noticeably increased its total day household audience share record in 2011 from 2010 by 3.2 points. In contrast, ABS-CBN’s record suffered a significant drop of 8.6 points during the same period.

In effect, GMA gained almost 1.5 million viewers from all over the country in 2011 relative to 2010, while ABS-CBN lost more than 500,000 viewers across all day parts, using the assumption that there are five viewers per household.

In December, GMA recorded substantial margins versus ABS-CBN and TV5 in total day average household audience share nationwide. GMA had 36.2 share points, higher than ABS-CBN’s 29.1 points, and clearly ahead of TV5’s 15 points.

GMA was a notable winner in both morning and afternoon blocks, where it led ABS-CBN by double-digit margins in National Urban Philippines.

GMA also led across all day parts in the important areas of Mega Manila and Urban Luzon, where bulk of television households in the country at 77 percent and 58 percent, respectively, are found.

GMA dominated the list of overall top 30 programs in National Urban Philippines with 17 entries. In Urban Luzon, GMA had 23 programs in the same list; while in Mega Manila, GMA almost swept the slots with 25 entries.

Among GMA’s top performing programs this December were Eat Bulaga, Pepito Manaloto, 24 Oras, Amaya, Protégé (The Final Battle), Munting Heredera and Kapuso Mo, Jessica Soho.

GMA, Nielsen TV Audience Measurement is also used by 21 companies including two other local networks, TV5 and Solar Entertainment; Faulkner Media; CBN Asia; 13 advertising agencies and three regional clients.