ABS-CBN Maintains Lead in Viewership in March

ABS-CBN still remains undisputed in national TV viewership in March as it hit an average national audience share of 42%, which is seven percentage points higher compared to GMA’s 35%, based on data from Kantar Media.

Kantar Media uses a nationwide panel size of 2,609 urban and rural homes that represent 100% of the total Philippine TV viewing population, while the other ratings data supplier AGB Nielsen reportedly has only 1,980 homes based solely in urban areas that represent only 57% of the Philippine TV viewing population.

The primetime block (6PM-12MN) of the Kapamilya network maintained its strength with an average audience share of 48%. It is 16 points higher compared to the 32% of GMA. The primetime block is the most important part of the day when most Filipinos watch TV and advertisers put a larger chunk of their investment in to reach more consumers effectively.

ABS-CBN’s Primetime Bida continues to soar higher through its top-caliber drama series, including the recently concluded “Bagito” and “Two Wives,” and the newly launched “Bridges of Love” and “Inday Bote.”

“Two Wives” ended on a high note with an average national TV rating of 23.4%, compared to its rival program in GMA “Second Chances” (13.5%). “Bagito” also ended strongly with an average national TV rating of 17.4%, compared to GMA’s “Future’s Choice” (9.3%).

On the other hand, “Bridges of Love,” which took over of “Two Wives,” triumphantly won its timeslot with an average national TV rating of 22.9%, compared to the latter’s same rival program. The newest TV remake of Pablo Gomez’ “Inday Bote” was also off to a good start after garnering an average national TV rating of 19%, which is higher compared to GMA’s “My Love From the Star” (11.3%).

Leading the list of the most watched shows in the Philippines are “Dream Dad” (33.1%), “Forevermore” (32.4%), “Maalaala Mo Kaya” (28.1%), “TV Patrol” (26.7%), and “Rated K” (23.7%).

Aside from primetime, ABS-CBN’s daytime block also continued to win in the ratings game, led by Prime-Tanghali’s “Oh My G” (16.2%) and “It’s Showtime” (14.4%).

Meanwhile, Kapamilya viewers gave their all-out support to “The Voice of the Philippines” Season 2 until the end, as its grand finals night episode on March 1 scored a national TV rating of 30.8%.

ABS-CBN’s newest hit variety show “Your Face Sounds Familiar” also debuted as one of the top 10 most watched programs in the country with an average national TV rating of 26.6%. It won against its two rival programs “Kapuso Mo Jessica Soho” (22.6%) and “Celebrity Bluff” (16.3%).

Kantar Media is a leading television (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 Corporation, 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.

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