MANILA, Philippines - Broadcasting rivals ABS-CBN Corp. and GMA Network Inc. claimed ratings leadership in surveys conducted by different companies for the month of November as both companies gear up for 2013.
In a statement, ABS-CBN said it continued to lead among urban and rural households in the country for the month of November with a total day average national audience share of 41 percent or 10 points higher than GMA’s 31 percent.
Kantar Media uses a nationwide panel size of 2,609 urban and rural homes that represent 100 percent of the total Philippine TV viewing population, while AGB Nielsen used by GMA only has 1,980 homes based in urban areas and represent only 57 percent of the Philippine TV viewing population.
Data also show that ABS-CBN sustained a sharp lead in the core primetime block (6 p.m.-10:30 p.m..) with an average audience share of 47 percent or higher than GMA’s 29 percent.
“This block is the most important part of the day when most Filipinos watch TV and advertisers put a larger chunk of their investment in to reach more consumers efficiently,” the company said.
ABS-CBN also won on core primetime in other territories such as Total Luzon, which includes Mega Manila, with a 42 percent audience share versus GMA’s 33 percent. In the Visayas, ABS-CBN pulled away with a 53 percent audience share compared to GMA’s 26 percent while in Mindanao it peaked at 59 percent or three times bigger than GMA’s 19 percent.
ABS-CBN also improved on daytime (6 a.m.-6 p.m.) nationwide with an average audience share of 38 percent from 37 percent in October while that of GMA dropped to 33 percent from 35 percent.
In a separate statement, GMA said it is set for a strong finish this 2012 as it continues to lead rival networks in nationwide television ratings.
GMA recorded an average total day (6 a.m. to 12 m.n.) household audience share of 34.6 percent in National Urban Philippines or NUTAM; up 3.1 points from ABS-CBN’s 31.5 percent, and up 19.6 points from TV5’s 15 percent for the period January to November.
In Urban Luzon, which makes up 77 percent of the total urban television households in the country, GMA delivered a solid 38.4 percent total day average; 11 points higher than ABS-CBN’s 27.4 percent, and 23.9 points higher than TV5’s 14.5 percent.
GMA also came ahead of other stations in its bailiwick Mega Manila, which makes up 59.5 percent of all urban television households nationwide, with a commanding total day average of 39.4 percent. GMA was remarkably ahead of ABS-CBN’s 25.8 percent by 13.6 points, and of TV5’s 15.1 percent by 24.3 points.
During the 11-month period, GMA was also ahead of ABS-CBN and TV5 in the morning (6 a.m. to 12 m.n.) and afternoon (12 m.n. to 6 p.m.) blocks across NUTAM, Urban Luzon, and Mega Manila.