ABS-CBN Corp. and GMA Network Inc. (GMA) on Wednesday both claimed audience share leadership in the areas of Urban Luzon and Mega Manila for the month of November, with the two broadcasting firms citing their respective surveys done by different entities.
ABS-CBN said that this November, more Filipino households across urban and rural homes nationwide tuned in to the top-caliber programs produced by the network, scoring an average audience share of 44 percent, or 11 points ahead of GMA’s audience share of 33 percent, based on recent data from Kantar Media.
Kantar Media uses a nationwide panel size of 2,609 urban and rural homes that ABS-CBN claims to represent 100 percent of the total Philippine TV viewing population.
Kantar data showed that ABS-CBN maintained its lead in primetime, which is from 6 p.m. to 12 midnight, with an average audience share of 48 percent, or 16 points higher than GMA’s 32 percent.
The Lopez-led company claimed that the strong performance was driven by the network’s quality line-up of drama teleseryes (television series).
ABS-CBN also claimed that its Primetime Bida also ruled in other key territories such as Balance Luzon or the areas in Luzon outside Mega Manila, with an average audience share of 51 percent compared to GMA’s 33 percent; in Visayas where it recorded 65 percent versus GMA’s 20 percent; and in Mindanao with 62 percent against GMA’s 23 percent.
The primetime block is the most important part of the day when most Filipinos watch TV, and advertisers put a larger chunk of their investments in to reach more consumers effectively.
Besides leading in primetime, ABS-CBN claimed that it also continued to beat other networks across all programming blocks.
The morning block, which is from 6 a.m. to 12 midnight, recorded an average audience share of 37 percent against GMA’s 33 percent; the early afternoon 12 noon to 3 p.m. block hit 41 percent, while GMA got 37 percent, and its late afternoon block which is 3 p.m. to 6 p.m. scored 43 percent against GMA’s 32 percent.
Meanwhile, GMA claimed that it continued to dominate the viewer-rich areas of Urban Luzon and Mega Manila in November, based on data from Nielsen TV Audience Measurement.
GMA’s airing of the Manny Pacquiao-Brando Rios bout was most watched program in the National Urban Television Audience Measurement (NUTAM), Urban Luzon, and Mega Manila.
Urban Luzon and Mega Manila represent 77 and 59 percent, respectively, of the total urban television households in the country, GMA claimed.
The Gozon-led company said that the period November 1 to 30 (November 24 to 30 based on overnight data), GMA led other networks in Urban Luzon with a 35.8 percent total day audience share, ahead of ABS-CBN’s 32.5 percent by 3.3 points, and of TV5’s 11.1 percent by 24.7 points.
The network also said that majority of the top programs in Urban Luzon were from GMA, with 17 out of 30. The network also maintained its strong performance and led across all dayparts in Mega Manila, where it posted a 36.8 percent total day audience share average, up 6.7 points from ABS-CBN’s 30.1 percent, and up 24.8 points from TV5’s 12 percent.
Leading across all dayparts in Mega Manila, GMA claimed that it outnumbered ABS-CBN in the list of top programs in the area with 18 out of 30. GMA and TV5 subscribe to Nielsen TV Audience Measurement. In Mega Manila, Nielsen TV Audience Measurement gathers data based on a sample size of 1,190 homes.