THE Philippines’ largest multimedia conglomerate, ABS-CBN Corp., claimed that for 2014 it was the most watched TV network across urban and rural households in the country, attracting more viewers in the highly contested primetime block from 6 p.m. to 12 midnight.
According to Kantar Media’s full-year data for 2014, ABS-CBN garnered a total daytime (which is 6 a.m. to 12 midnight) average national audience share of 44 percent, or 10 points higher than GMA’s 34 percent.
ABS-CBN also remained supreme in the primetime block as it hit an average audience share of 49 percent, or a whopping 17-point lead over 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, while the other ratings data supplier, AGB Nielsen, reportedly uses only 1,980 homes based solely in urban areas that represent only 57 percent of the Philippine TV viewing population.
The Kapamilya network also won the early afternoon (12 noon to 3 p.m.) and late afternoon blocks (3 p.m. to 6 p.m.) with 42 percent average audience share on both time blocks, while GMA registered 35 percent and 34 percent, respectively.
ABS-CBN programs also captured all the slots on the list of the top 20 most watched programs in the country last year, with the Twitter-trending singing reality show “The Voice Kids” leading the pack with an average national TV rating of 34.5 percent.
For December 2014, ABS-CBN continued its winning streak in the monthly ratings game after it obtained a total daytime average national audience share of 43 percent, or eight points higher than GMA’s 35 percent.
Kantar Media is a leading TV audience measurement provider with capabilities in gathering TV viewing data in both digital and analog platforms. It is a multinational market research group that specializes in audience measurement in more than 80 countries, has 26 TV networks, ad agencies, and pan-regional networks subscribing to its ratings services.
Among its current subscribers are ABS-CBN, NBN, Sky Cable, J. Romero and Associates, 720ConsumerConnect, Starcom, OMD, PhD, Mediacom, Mindshare, MEC, Maxus, Universal McCann, Wellmade Manufacturing Corp., Brand Ideas, and MPG Havas. They also include pan-regional networks like CSM Media Inc., Fox International Channels, Star HK, Discovery, AXN, HBO, MTV, Sony Pictures Television International, Celestial Tiger, and A&E Television Network.
Among these, the following subscribe to both urban and rural TV audience measurement: ABS-CBN, Brand Ideas, MPG Havas, and 720ConsumerConnect.