Manila, Philippines - ABS-CBN Corp., the country’s largest multimedia conglomerate, remains to be the number one TV station in June with an average national audience share of 37 percent or five points higher than its main rival, according to recent data from Kantar Media.
ABS-CBN still dominates the homes of Filipinos in Luzon, the Visayas and Mindanao in the viewer-rich primetime block (6 p.m. to 12 m.n.), where advertisers invest 75 percent of their TV ad spending, with a national audience share of 44 percent or 15 points higher than the 29-percent share of GMA Network.
ABS-CBN remains as the country’s top network for the first half of 2011 with 36 percent against GMA’s 34 percent in total day shares. The lead has grown wider quarter-on-quarter with ABS-CBN’s 36 percent versus GMA’s 35 percent in the first quarter, and ABS-CBN pulling away with 37 percent vs GMA’s 32 percent by the second quarter.
The network’s primetime teleserye “Mara Clara,” which Filipinos followed religiously through the months until its finale last month, topped the list of most-watched regular programs for June with an average rating of 38.6 percent.
“100 Days to Heaven,” currently the top running weekday program, captivated audiences with its storyline and superb acting performances with 34 percent. This was followed by weekend top-rater “Maalaala Mo Kaya” with 30.8 percent.
“TV Patrol,” on the other hand, is still the undisputed number one newscast in the country with an average TV rating of 27.5 percent or nine points higher than GMA’s “24 Oras” (18.7 percent).
ABS-CBN’s airing of the NBA Finals between the Miami Heat and the Dallas Mavericks garnered a record-high average national TV rating of 19.1 percent, considered to be very strong for a morning block airing. By airing on ABS-CBN, the NBA finals reached more Filipino viewers and enjoyed its strongest TV ratings performance in recent years.
Out of the top 15 currently running programs, ABS-CBN took 11 spots and secured the top eight slots. These are “100 Days to Heaven” (34 percent), “Maalaala Mo Kaya” (30.8 percent), “Guns and Roses” (28.7 percent), “Pilipinas Got Talent” (28.4 percent), “TV Patrol (27.5 percent), “Minsan Lang Kita Iibigin” (26.6 percent), “Rated K” (23.8 percent), and “Wansapanataym” (23 percent). Joining them in top 15 are “Gandang Gabi Vice” (20.1 percent), “Goin Bulilit” (20 percent), and “Mula sa Puso” (18.8 percent).
In Balance Luzon (areas in Luzon outside Mega Manila), ABS-CBN enjoyed a whopping 19-point lead with 48 percent audience share vs GMA’s 29 percent in primetime.
In the Visayas, ABS-CBN primetime pulled away with a 65 percent audience share vs GMA’s 17 percent while in Mindanao, ABS-CBN’s audience share averaged 62 percent vs GMA’s 15 percent. The Visayas and Mindanao are certified Kapamilya territories as their top 35 most watched regular programs are all ABS-CBN programs.
Kantar Media’s current subscribers include 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 against 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.