ABS-CBN Corp. and GMA Network Inc. both claimed leads in the television ratings war over the weekend.
ABS-CBN said that it remained on top of the ratings game for the month of July with more Filipinos tuning in to its programs, with a total day audience share of 42 percent, citing data from Kantar Media that cover urban and rural homes.
GMA Network, on the other hand, backed its claim to leadership with strong performances across all-time locks for the month of July, using data from Nielsen TV Audience Measurement.
ABS-CBN also claimed to have kept its stronghold on the primetime block from 6 p.m. to 12 midnight, with a recorded audience share of 47 percent, higher by 14 points than GMA’s 33 percent.
Primetime is the most important time block when most Filipinos watch TV and advertisers put a larger chunk of their investment to reach more consumers efficiently.
Kantar Media’s report also showed that 13 programs in the top 15 in July were produced by ABS-CBN. ABS-CBN also dominated other key territories in terms of total day viewership. It earned an average audience share of 43 percent against GMA’s 37 percent in Balance Luzon (areas in Luzon outside Mega Manila); 50 percent versus GMA’s 28 percent in the Visayas and 54 percent versus GMA’s 25 percent in Mindanao.
GMA closes gap
GMA, for its part, said that for the period July 1 to 31 (July 28 to 31 based on overnight data), GMA significantly reduced ABS-CBN’s lead in NUTAM (National Urban Television Audience Measurement) ratings to a mere 0.1 percent with a 34.4-percent total day household audience share and outperformed TV5’s 12.1 percent by 22.3 points.
GMA maintained its dominance in the afternoon block as evidenced by its commanding 35.6-percent total day audience share, which is 1.9 points higher than its performance in the previous month.
It also improved its ratings performance in the morning block by 3.8 points to 31.5 percent this July, and in the coveted primetime block by 3.3 points to 34.8 percent.
Furthermore, GMA reinforced its leadership in viewer-rich Urban Luzon and Mega Manila, where it scored substantial margins over rival networks.
In Urban Luzon, which accounts for 76 percent of the total urban TV households in the country, GMA recorded an average total day audience share of 38.6 percent in July ahead of ABS-CBN’s 30.4 percent by 8.2 points, and of TV5’s 11.6 percent by 27 points.
Leading across all-time blocks in Urban Luzon, GMA dominated the list of top programs in the area with 18 out of 30 shows. Furthermore, the company said that in Mega Manila, which represents 59 percent of the total urban television households nationwide, GMA also led across all day parts and scored a 40- percent total day audience share average, leaving behind ABS-CBN’s 28.7 percent by 11.3 points and TV5’s 12.4 percent by 27.6 points.
GMA also said that it outnumbered competing networks on the list of top-performing shows in Mega Manila with 19 out of 30 programs.
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.