ABS-CBN sustains win streak in nationwide TV primetime viewing

MANILA, Philippines - ABS-CBN continued its winning streak in the primetime TV race as it dominated the nationwide rating in February with an average audience share of 41.4 percent leading its main competitor by almost 10 percentage points, according to industry-trusted multinational market research group Kantar Media.

ABS-CBN further widened the lead in primetime in the latter part of February with the sustained strength in viewership of “Walang Hanggan” which has been hitting over 30 percent with an average of 31.6 percent for the period Feb 20-29, elevating ABS-CBN’s weekday primetime shares to a commanding 45 percent.

The primetime block on television (6 p.m. to 12 m.n) is important for TV networks because it is the time most Filipinos are watching television and advertisers put most of their TV ad placements to reach more viewers.

ABS-CBN also led in the household TV ratings in Balance Luzon (areas in Luzon outside Mega Manila) with an average primetime audience share of 44 percent in the Visayas with 56 percent and in Mindanao with 61 percent.

Kantar Media, which has national samples of 1,389 homes and 8,015 individuals that are statistically representative of total Philippine TV population, also reported that 12 out of the top 15 most watched programs in the country in February were produced by ABS-CBN, with the top four spots occupied by its primetime offerings.

Leading the pack is top-caliber drama “Walang Hanggan” with an average national TV rating of 28.5 percent followed by “Budoy” (27 percent), kid robot “E-Boy” (26.4 percent), and the country’s undisputed number one newscast, “TV Patrol” (26.3 percent). 

Returning hit game show “Kapamilya Deal or No Deal” and newest Sunday musical program “Sarah G Live” on the other hand, debuted strong and hit an average TV rating of 21.7 percent and 21.3 percent respectively.

Other ABS-CBN programs in the top 15 are “Top Rank Live” (26.2 percent), “MMK” (25.8 percent), “Wansapanataym” (24.5 percent), “Junior Masterchef” (23.6 percent), “Rated K” (21.6 percent), and “Goin’ Bulilit” (19.7 percent).

Overall, ABS-CBN registered an average national household share of 35.1 percent versus the 34.9 percent of chief rival GMA Network.

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 Corp. They also include pan-regional networks likes CSM Media Inc., Fox International Channels, Star HK, Discovery, AXN, HBO, MTV, and Sony Pictures Television International.