The top two networks in the Philippines, ABS-CBN and GMA, are claiming the top spot in nationwide viewership ratings in May, citing two separate sets of data that tell different stories.
In separate statements released on Tuesday, ABS-CBN said it has dominated viewership ratings in May according to Kantar Media ratings evaluation, which is different from GMA’s claims of top spot in the same month, citing a ratings survey from Nielsen TV Audience Measurement.
According to Kantar Media ratings evaluation, ABS-CBN has cornered 43 percent average audience share across urban and rural viewers in the country, which is 7 percentage points higher than rival network GMA’s 36 percent share for the month of May.
The Lopez-led nabs-CBN also recorded a 49-percent audience chunk for the primetime slot, which is 17 percentage points higher than the 32 percent viewers share of Gozon-led GMA.
The primetime slot runs from 6 p.m. to 12 midnight, the most profitable airtime for these networks as advertisements mostly pay for these slot to reach more consumers effectively given that more Filipinos watch TV during the six-hour timeframe.
“Led by the inspirational drama series ‘Nathaniel’ that recorded an average national TV rating of 33.5 percent, Kapamilya Network’s Primetime Bida maintained its supremacy with top-caliber drama series including the recently concluded teleseryes ‘Forevermore’ and ‘Inday Bote’, and the newly launched ‘Pangako Sa’yo’,” ABS-CBN said in a statement.
ABS-CBN’s Forevermore capped its run in May 22, recording an all-time high national TV rating at 39.3 percent, which is a boost to its average May rating of 32.3 percent from GMA’s Let the Love Begin that only registered 16 percent ratings during the month. Inday Bote also ended its run with an average rating of 17.8 percent in May, compared to the rival program My Love From the Star that registered 10.3 percent.
Kantar also cited the successes of other primetime novelties of ABS-CBN including news program TV Patrol as well as its weekend shows with high ratings such as Maalaala Mo Kaya (31.2 percent), Your Face Sounds Familiar (30.6 percent), Rated K (27.6 percent), Wansapanataym (25.4 percent), Home Sweetie Home (21.5 percent) and Kapamilya Mega Blockbusters (15.1 percent).
Meanwhile, AGB Nielsen’s TV Audience Measurement cited GMA for being the leading network in Urban Luzon and Mega Manila, according to its May rating evaluation.
AGB Nielsen data showed GMA topped ratings in Urban Luzon and Mega Manila with 37.6 percent and 39.4 percent average audience share compared to ABS-CBN’s 6.3 percent and 27.6 percent, respectively.
GMA said it was leading in daytime and afternoon slots nationwide. It held 34 percent share of the average national viewership in the morning block, which is 4 percentage points higher than the 29.9 percent of ABS-CBN, while its average national rating in the afternoon was registered at 36.7 percent, which is 3.3 percentage points higher than ABS-CBN’s 33.4 percent.
“Majority of the programs that entered the list of top-rating shows in Nutam (National
Urban Television Audience Measurement), Urban Luzon and Mega Manila came from GMA,” the Gozon-led network said in its statement.
GMA’s telecast of Pacquiao-Mayweather fight rated highest nationwide at 47.4 percent versus ABS-CBN’s 31.5 percent and TV5’s 7 percent. The fight—dubbed “Battle for Greatness: Pacquiao vs. Mayweather” —was also the highest-rating GMA program nationwide and in Urban Luzon.
Kantar vs AGB Nielsen
Kantar Media claims that it uses a nationwide panel size of 2,609 urban and rural homes that represent 100 percent of the total Philippine TV viewing population, compared to the 1,980 homes covered by ratings data supplier AGB Nielsen that only stands for 57 percent of the total viewing population in the country.
Referring to Kantar’s claims, ABS-CBN has the leading ratings in May given Kantar’s broader reach resulting in a more credible survey.
Kantar Media is a multinational market research group that gathers TV viewing data in both digital and analog platforms. It specializes in audience measurement in more than 80 countries, has 26 TV networks, ad agencies, and pan-regional networks subscribing to its ratings services.