ABS-CBN, GMA claim leads anew

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GMA Network Inc. and ABS-CBN Broadcasting Corp. both claimed on Wednesday continued domination in nationwide TV viewing across urban and rural homes for the month of May.

ABS-CBN claims to have an average national audience share of 42 percent, or 11 points higher than GMA’s 31 percent, according to data from Kantar Media and Nielsen TV Audience Measurement.

A recent Kantar Media study revealed that there are differences in the viewing preferences between urban and rural homes, which are important for advertisers in making ad placement decisions.

The Lopez-led network also dominated viewer-rich primetime (6 p.m. to 12 midnight), when most Filipinos watch TV and advertisers put a larger chunk of their investment to reach more consumers efficiently.

Kantar data also showed that ABS-CBN ruled in primetime viewing and remained strong for the month of March, with an average national audience share of 46 percent versus GMA’s 30 percent.

Besides leading in primetime, ABS-CBN claimed that it also continued to beat other networks across all programming blocks. In the noontime programming, the network claimed an average national TV rating of 15.2 percent, an uptick from the previous month’s 13.7 percent. Eat Bulaga, meanwhile, remained steady with 12.9 percent from 12.4 percent.

ABS-CBN also claimed that it was ahead of its rival in both early afternoon (12 noon to 3 p.m.) and afternoon (3 p.m. to 6 p.m.), with 43 percent and 41 percent against GMA’s 33 percent and 30 percent, respectively.

The Lopez-led network said that out of the 15 top running programs in May, ABS-CBN took 13 spots. ABS-CBN earlier reported a net income of P508-million increase by 66 percent in the first quarter of 2013 from P306 million in the same period last year.

GMA’s claims
Meanwhile, GMA said that for the period of May (May 26 to 31 based on overnight data), it registered leads against rival networks ABS-CBN and TV5 in two areas particularly important to advertisers.

Urban Luzon and Mega Manila account for 76 and 59 percent, respectively, of the total urban TV household population in the country.

In Urban Luzon, GMA claimed that it scored an average total day audience share of 34.6 percent, higher than ABS-CBN’s 31.5 percent by 3.1 points and TV5’s 13.1 percent by a notable 21.5 points.

Furthermore, the Gozon-led broadcast company also claimed that it kept its ratings advantage in its bailiwick Mega Manila, with a 36-percent total day household audience share, ahead of ABS-CBN’s 29.5 percent by 6.5 points and TV5’s 14.1 percent by 21.9 points.

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