Don't count us out!
And so the TV ratings game heats up again. It was May 21 when ABS-CBN—through SNN: Showbiz News Ngayon hosts Kris Aquino and Boy Abunda—claimed that they have finally regained supremacy in Mega Manila. Watching them all smiles and looking so proud in revealing the figures to support their claim, I was forced to sit up and ask: Really?
According to Boy and Kris, a May 19 survey revealed that ABS-CBN got a 40% audience share, while GMA-7 closely followed with 39%. Immediately, I was reminded that, in the past few months, ABS-CBN primetime shows have successfully made it to the top 5 programs in Mega Manila, which was supposed to be dominated by the Kapuso network beginning with Richard Gutierrez and Angel Locsin’s Mulawin. The Kapamilya network’s May Bukas Pa and Tayong Dalawa, which began airing early this year, started to really put up a good fight. So my doubts about such claim immediately vanished. But, at the same time, I told myself to expect GMA-7 to refute such claim ASAP.
True enough, my email inbox received word from GMA-7’s Corporate Communications which released an official statement refuting their staunch rival’s claim. First and foremost, let it be known that starting last February two research firms have been supplying figures to the TV ratings hungry public. These are TNS (Taylor Nelson Sofres) for ABS-CBN and AGB Nielsen Philippines for GMA-7. The statement of GMA-7 stated that on May 19, AGB Nielsen figures showed that Mega Manila is still the Kapuso network’s turf because it registered a 42.3% audience share, while ABS-CBN got only 34.8%. Through the official statement, I have also learned that AGB started releasing National Urban TV Audience Measurement (NUTAM) rating results since January 2007.
If my memory serves me right, this was during the time when GMA-7 dominated the top spot nationwide through the phenomenal success of Marian Rivera’s Marimar and Dyesebel. Yet, even with GMA-7 on top then, it can never be denied that majority of the shows included in the top 10 were those produced by ABS-CBN. Then there were times that the fight was even, with both GMA-7 and ABS-CBN having five of their shows find their way to the top 10 nationwide.
Meanwhile, AGB Nielsen, according to the GMA 7 statement, has 1,650 home panels in Total Urban Philippines, and has 19 companies, as well as 17 of the top media agencies in the country as subscribers. TNS, which came to existence only last February, has only 1, 250 home panels, with only ABS-CBN and an advertising agency as subscribers.
Interestingly, Boy and Kris also claimed that nationwide ABS-CBN posted a “tumataginting na 50% audience share,” while GMA-7 only had 31%. GMA-7 did not refute this in their statement maybe because they know that in Visayas and Mindanao, ABS-CBN still reigns supreme, regardless of which research firm does the survey. So there is no argument in that aspect. It’s like what journalism books tell students when it comes to news writing for TV: “Do not state the obvious.”
With all the facts and figures presented, I would say ABS-CBN and GMA-7 are both correct in their respective claims, mainly because two different survey firms were involved. But as to which is more believable, GMA-7 should take credit because AGB Nielsen has more home panels compared to TNS to date.
It’s crystal clear that GMA-7 still controls Mega Manila, although ABS-CBN is number one in VisMin. Yes, I am sure of that.
Now, I’m challenging AGB Nielsen to resume its release of the NUTAM survey which they aborted when TNS came into the picture last February. I’m sure, however, that ABS-CBN still rules. Why am I so sure? TNS nationwide rating last Monday, June 8, as reported by PEP (Philippine Entertainment Portal), revealed that almost nothing has changed—Wowowee and May Bukas Pa remained on top in the entire Philippines.
It cannot also be denied that GMA-7’s stature in Mega Manila is clearly under threat. In fact, as reported by Hugyaw (entertainment section of Banat News) yesterday, the pilot rating of GMA-7’s Adik Sayo failed to beat Tayong Dalawa last Monday. Browsing through the ranking published by PEP (Philippine Entertainment Portal), AGB Nielsen survey revealed that the newest primetime show of GMA-7 tied with TV Patrol World in the 7th place. The same survey also showed that gone are the days when GMA-7 occupied the top five places in the top 10 ranking because in last Monday’s ratings battle, two ABS-CBN shows made it—May Bukas Pa at number 3 and Only You at number 5. Zorro was at number 1, 24 Oras at number 2 and Totoy Bato at number 4. But I really don’t care about the Mega Manila ratings because I don’t belong there.
It has been said that advertisers only give weight to Mega Manila ratings that’s why it’s important for both networks to take control of viewership in Luzon. So, what about us from the VisMin? I would agree with Kris and Boy’s repeated pronouncements that Luzon alone cannot make a president win and Mega Manila is not the Philippines. If these advertisers are only particular with Mega Manila ratings, what is the use then of showing their advertisements in VisMin areas (and in the local dialects, at that)? By giving too much importance to Mega Manila ratings, aren’t we being counted out?
(Maybe the Constitutional Assembly should push through and the primary concern which should be addressed is to separate Mega Manila from VisMin, constitutionally.)
Last week though, I’ve read from our sister tabloid Pilipino Star Ngayon that there are now advertisers that are giving importance to the nationwide ratings rather than the figures from Mega Manila. Meaning, some advertisers now make the nationwide ratings as basis as to which station they should place their advertisements. Hopefully it’s true because again I really do not care about the Mega Manila ratings simply because I don’t live there. My top priority is the nationwide ratings because it would mean that I and the rest of the Cebuanos (and other people living in the southern parts of the country) are considered an integral part in the ratings game, and that our tastes and sentiments towards the programs being offered by these top networks are held valuable.
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