ABS-CBN Broadcasting Corporation, the country’s largest multimedia conglomerate, has captured Mega Manila TV ratings with an audience share of 38.2 percent in February 2010, beating rival station GMA Network Inc.’s 38.1 percent, based on audience measurement surveys conducted by global media specialist TNS (Taylor Nelson Sofres).
ABS-CBN Head of Research and Business Analysis Vivian Tin attributed the success in winning Mega Manila to its increasing audience share in Metro Manila, beating competition by four percentage points last month. ABS-CBN’s audience share in Metro Manila to 40 percent in February 2010 from 36 percent in the same period last year, whereas GMA experienced a drop in its audience share to 36 percent in February 2010 from 40 percent in the same period last year.
Tin said the other factors that contributed to strong showing in Mega Manila include efforts to provide quality programs and improve its reception in the area. ABS-CBN’s Mega Manila audience share grew to 38.2 percent in February 2010 from 34 percent in the same month last year, whereas GMA’s share shrunk to 38.1 percent in February 2010 from 43 percent in the same period last year.
Overall, ABS-CBN continues to be the national leader by reaching more Filipino households in all parts of the country making it the top choice of advertisers for its wide reach. ABS-CBN’s audience share in February 2010 hit 48 percent as compared to GMA’s 32 percent.
Seven of the top 10 most watched weekday programs nationwide belong to ABS-CBN. The phenomenal primetime series “May Bukas Pa” starring Zaijian “Santino” Jaranilla topped the list with an average rating of 41.8 percent in February and its finale rated a whopping 47.3 percent.
As the miracle boy bid farewell, the comic book adaptation of “Agua Bendita” continued the success by hitting a high of 38.6 percent and second with an average rating of 38.6 percent.
ABS-CBN’s award-winning news program “TV Patrol World,” on the other hand, continues its supremacy as the number one newscast in the country hitting an average rating of 33.2 percent.
Meanwhile, the hit reality program “Pinoy Big Brother Double Up,” which gave birth to the so called prince and princess of the masses Jason Francisco and Melisa “Melai” Cantiveros, came in sixth with an average rating of 28.1 percent.
“Melason in Love,” which picked up from the success of Melai and Jason’s tandem, changed the face of pre-noon programming with its 18.1 percent rating on its pilot airing. It proved to be an effective pre-programming for hit talent-variety show “Showtime” which soared to unprecedented levels since the reality show’s launch.
Other programs who that made it to the top 10 were “Kung Tayo’y Magkakalayo” (35.1%), “Habang May Buhay” (31.5%) and “Rubi” (25.6%).
ABS-CBN’s programs also swept the top 10 slots in the TNS’ overall weekend TV ratings survey.
“PBB Double Up Big Date on the Big Night” held at the Ninoy Aquino stadium took the country by storm and led all weekend programs with a rating of 44.6 percent, the highest weekend program rating reported by TNS since it started releasing national ratings in February 2009.
The country’s largest reality-talent search “Pilipinas Got Talent” came in second place with an average rating of 39.1 percent. Its pilot weekend telecasts rated 38.7 percent and 37.5 percent— a performance level that “May Bukas Pa” introduced during weekdays. Its second weekend airing was even more astounding with its Sunday telecast hitting a 43.1% rating, making it the current leader in TNS’ weekend TV ratings survey.
Meanwhile, Korina Sanchez’ magazine program “Rated K” continues to dominate as the top-rating weekend current affairs program with an average rating of 31.3 percent.
Other weekend programs in the Top 10 include “Maalaala Mo Kaya” (31.2%), “Agimat: Alamat ni Ramon Revilla” (29.8%), “Goin Bulilit” (27.9), “The Singing Bee” (27.8), “Pinoy Big Brother Double Up” (26.7%), “Pinoy Power 3” (25.8) and “Wowowee” (24.8).
TNS is a leading market research group in the world with a proven track record in audience research measurement systems in 32 countries. It started releasing its national television audience measurement (NUTAM) data on February 2009 with panels, composed of 1,370 representative households, covering urban Philippines and reporting on seven sectors namely NCR, Suburbs, North Luzon, Central Luzon, South Luzon, Visayas and Mindanao.
ABS-CBN shifted to 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.