ABS-CBN Dominates National and Primetime TV in March 2012

ABS-CBN Dominates National and Primetime TV in March 2012

ABS-CBN Corporation led all TV networks in terms of viewership as measured by national TV ratings last March and continued to dominate primetime television across the country by wrestling leadership in Mega and Metro Manila from its rival.

Data from the industry-trusted multinational audience research group Kantar Media, which has national samples of 1,324 homes and 7,666 individuals that are statistically representative of total Philippine TV population, show that ABS-CBN obtained an average audience share of 36% nationwide for total day viewership, which was higher than GMA’s 34%

Kantar Media also reported that more Filipinos nationwide watch ABS-CBN during primetime (6 pm to 12 mn) as seen in ABS-CBN’s primetime audience share of 44%, which increased from previous month’s 41.4%. This represents a 15-point lead over GMA’s primetime audience share of 29%.

ABS-CBN took the lead in its rivals’ claimed bailiwicks of Mega and Metro Manila on the important primetime block when viewing levels peak and when advertisers place more of their TV ads to reach more viewers. ABS-CBN averaged 36% in audience share vs GMA’s 34% in Mega Manila and 38% vs 32% in Metro Manila.

Among all primetime programs, “Walang Hanggan” soared high in TV ratings and led the pack nationwide with an average TV rating of 35.2% compared to its rival “My Beloved” with only 16%. Even in Mega Manila and Metro Manila, the Coco Martin-Julia Montes starrer was the most watched with 29.3% vs 20.2% and 31.5% vs 19% respectively.

ABS-CBN also won in other territories on total day and earned an average audience share of 39% vs GMA’s 35% in Balance Luzon (areas in Luzon outside Mega Manila); 48% vs 23% in Visayas; and 54% vs 16% in Mindanao.

Kantar Media’s report showed that nine ABS-CBN programs figured in the top ten most watched programs, while a blocktimer that produces a program aired on GMA network landed on the 10th spot.

“Walang Hanggan” continues to be the most watched show in the country followed by recently concluded “Budoy” with an average national TV rating of 29%, “E-Boy” with 28.9%, and the new series “Dahil sa Pag-ibig” (27.8%) .

“MMK” is still the number one weekend program with an average national TV rating of 28% followed by “Wansapanataym” (23.8%), while “TV Patrol” remains to be the number one with an average national TV rating of 25.2%. When it comes to current affairs program, “Rated K” is still the undisputed leader with 22.4%.

ABS-CBN’S new show “Sarah G Live” made a strong debut as it instantly ranked 9th in the top ten with 21.4%.

ABS-CBN’s late afternoon block (3PM to 6 PM) is gaining ground and increased from an average national audience share of 29.1% in January 2012 to 34% in March 2012.

ABS-CBN’s DZMM topped all AM radio stations last February in Mega Manila with a 42.1% audience share, higher by 14.4 points higher than GMA’s DZBB that only got 27.7%, according to the Nielsen Mega Manila RAM data.

Kantar Media, a multinational market research group that specializes in audience measurement in more than 80 countries, has 22 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, Adformatix, Starcom, OMD, PhD, Mediacom, Mindshare, MEC, Maxus, Universal McCann, and Wellmade Manufacturing Corporation. They also include pan-regional networks likes CSM Media Inc., Fox International Channels, Star HK, Discovery, AXN, HBO, MTV, and Sony Pictures Television International.

ABS-CBN shifted to Kantar Media/TNS after filing a case vs. AGB Nielsen Media Research for failing to comply with its request to investigate alleged cheating and data tampering in TV ratings. The case is still pending in court contrary to claims by GMA, which is not a party to the case, that it has been resolved.