The country’s two giant broadcasting firms both claimed leads in television viewership in August.
In a statement, ABS-CBN said that it sustained its nationwide leadership TV ratings by having the most number of Philippine TV households watching its shows the whole day. ABS-CBN said that its biggest lead is during primetime, which is from 6 p.m. to 12 midnight.
Primetime is the most important timeblock when most Filipinos watch TV and advertisers put a larger chunk of their investments to reach more consumers effectively.
Data from Kantar Media showed that ABS-CBN had an average audience share of 47 percent, 15 points higher than GMA’s 32 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.
ABS-CBN also ruled primetime in other key territories like Balance Luzon (areas in Luzon outside Mega Manila) with 49-percent audience share versus GMA’s 33 percent; in the Visayas where it registered 57 percent, or more than twice as big as GMA’s 24 percent; and in Mindanao with 62 percent, or three times GMA’s 21-percent share.
ABS-CBN’s primetime supremacy also drove its dominance in terms of total day audience share, hitting an average audience share of 41 percent, as compared to GMA’s 34 percent.
On the other hand, GMA Network claimed that it grabbed the nationwide TV ratings leadership in August on the back of its strong performance in the daytime blocks, according to data from Nielsen TV Audience Measurement.
According to data from Nielsen TV Audience Measurement during the period August 1 to 31 (August 25 to 31 based on overnight ratings), GMA triumphed over ABS-CBN in National Urban Television Audience Measurements (Nutam) ratings with a 34.3 -percent total day audience share, higher than ABS-CBN’s 33.7 percent and TV5’s 12.9 percent.
GMA bested ABS-CBN in the morning and afternoon blocks in Nutam with 32.3 and 36.2 percent, respectively, higher than the latter’s 30.5 and 30.3 percent. GMA was ahead of TV5 across all day parts in Nutam.
Also, GMA continued to dominate in viewer-rich Urban Luzon and Mega Manila, which respectively account for 76 and 59 percent of the total urban television households in the country.
Leading across all day parts, GMA recorded an average total day household share of 38.2 percent in Urban Luzon, outscoring ABS-CBN’s 29.8 percent by 8.4 points and TV5’s 12.2 percent by 26 points.
GMA also outnumbered ABS-CBN on the list of top performing programs in Urban Luzon with 18 out of 30 shows. Multi-awarded news magazine program Kapuso Mo, Jessica Soho, emerged as the most watched program in Urban Luzon.
Owing to its winning performance across all time blocks, GMA kept its stronghold over its bailiwick, Mega Manila, with a commanding 39.7-percent total day household audience share higher by 11.7 points than ABS-CBN’s 28 percent, and by 26.8 points than TV5’s 12.9 percent.
More programs also made it to the list of top programs in Mega Manila numbering 20 out of 30.
GMA and TV5 subscribe to Nielsen TV Audience Measurement while ABS-CBN is the lone local major TV network that reportedly subscribes to Kantar Media, formerly known as TNS.