ABS-CBN Wins Primetime Household Viewing in February 2012

ABS-CBN Wins Primetime Household Viewing in February 2012

ABS-CBN continues its winning streak in the primetime TV race as it dominated households nationwide in February with an average audience share of 41.4% or almost a ten-point lead from GMA’s 31.6%, according to industry-trusted multinational market research group Kantar Media.

ABS-CBN further widened the lead in primetime in the latter part of February with the sustained strength in viewership of “Walang Hanggan” which has been hitting over 30% with an average of 31.6% for the period Feb 20-29, elevating ABS-CBN’s weekday primetime shares to a staggering 45% and bringing GMA’s share down to 29.6% in the same time period.

The primetime block on television (6 PM to 12 MN) is important for TV networks because it is the time most Filipinos are watching television and advertisers put most of their TV ad placements to reach more viewers.

ABS-CBN also led in the household TV ratings in Balance Luzon (areas in Luzon outside Mega Manila) with an average primetime audience share of 44% vs GMA’s 31%; in the Visayas with 56% vs 21%; and in Mindanao with 61% vs 15%.

Kantar Media, which has national samples of 1,389 homes and 8,015 individuals that are statistically representative of total Philippine TV population, also reported that 12 out of the top 15 most watched programs in the country in February were produced by ABS-CBN with the top four spots occupied by its primetime offerings.

Leading the pack is top-caliber drama “Walang Hanggan” with an average national TV rating of 28.5% followed by first advocacy-serye “Budoy” (27%), kid robot “E-Boy” (26.4%), and the country’s undisputed number one newscast, “TV Patrol” (26.3%). Once again “TV Patrol,” beat rival “24 Oras” which only rated at 19.4% in the previous month.

Returning hit game show “Kapamilya Deal or No Deal,” now hosted by Luis Manzano, and newest Sunday musical program “Sarah G Live” hosted by Popstar Princess Sarah Geronimo, on the other hand, debuted strong and hit an average TV rating of 21.7% and 21.3% respectively.

Other ABS-CBN programs in the top 15 are “Top Rank Live” (26.2%), “MMK” (25.8%), “Wansapanataym” (24.5%), “Junior Masterchef” (23.6%), “Rated K” (21.6%), and “Goin’ Bulilit” (19.7%).

Overall, ABS-CBN registered an average national household share of 35.1% versus GMA’s close 34.9%.

ABS-CBN registered a net income of P2.2 billion in the first nine months of 2011, while news media reported that GMA Network earned P1.58 billion net income in the same period.

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.