ABS-CBN leads in Kantar Media survey

MANILA, Philippines - Market research group Kantar Media yesterday said multimedia conglomerate ABS-CBN Corp. continued its leadership in national TV ratings among urban and rural homes nationwide with average audience share of 43 percent nationwide on total day viewership.

Data from Kantar Media showed that ABS-CBN’s share was 12 points higher than the 31 percent of rival GMA Network Inc.

ABS-CBN further widened the lead in the morning block with an average morning audience share with 41 percent compared to GMA’s 29 percent.

The company attributed the higher ratings to the back-to-back programs “Be Careful with My Heart” with a national TV rating of 22.6 percent and “Two Wives” with a rating of 15.4 percent.

The Kapamilya network also maintained its primetime leadership for the whole month of August in viewer-rich primetime from 6 p.m. to 12 m.n. when most Filipinos watch TV and advertisers put a larger chunk of their investment in to reach more consumers efficiently, as it garnered an average audience share of 49 percent compared to GMA’s 29 percent.

 “This translates to a solid 20 percentage point lead or nearly 70 percent higher viewing than its nearest competitor,” Kantar said.

ABS-CBN’s Primetime Bida also reigned in Total Luzon, hitting an average primetime share of 43 percent against GMA’s 32 percent followed by the Visayas with 56 percent compared to GMA’s 25 percent. It also had a 62-percent share in Mindanao compared to GMA’s 18 percent.

This dominance was mainly driven by ABS-CBN’s top-caliber primetime offerings that continue to hold the top program rankings across the country in every region including Mega Manila.

More Filipino homes also tuned in to ABS-CBN’s afternoon block (3PM-6PM), hitting an average national audience share of 39 percent, higher than GMA’s 34 percent.

Kantar Media, meanwhile, reported that 13 Kapamilya programs secured the top 13 spots in the list of 15 most watched programs in the country in August.

These programs include “Walang Hanggan” (37.9 percent), “Princess and I” (36.4 percent), “MMK” (35.8 percent), “TV Patrol” (31.9 percent), “Rated K” (26.3 percent), “Kapamilya Deal or No Deal” (22.7 percent), “Be Careful With My Heart” (22.6 percent),

“Wansapanataym” (30.7 percent), “Goin’ Bulilit” (23.4 percent), “Aryana” (22.2 percent), “Lorenzo’s Time” (21.6 percent), “Sarah G Live” (20.7 percent), and “The X Factor Philippines” (19.5 percent).

Kantar Media is a leading TV audience measurement provider with capabilities in gathering TV viewing data in both digital and analog platforms. It now has total of 6.315 million homes in rural areas across the Philippines added to its existing 8.820 million homes in urban areas, bringing the total TV universe to 15.135 million homes nationwide.

Kantar Media’s audience panel now covers and represents 100 percent of the total Philippine TV viewing population. This is in contrast to other providers that cover only the urban areas representing only 57 percent of the total Philippine TV viewing population.

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.