Filipino viewers preferred to get stranded in the island of “Noah” than in an undisclosed island where the castaways of “Survivor Philippines: Celebrity Edition” stayed as shown in the national TV ratings data provided by Kantar Media, wherein the Piolo Pascual and Zaijian fantasy series topped nationwide TV ratings for August 2010 with an average of 35.9% against its rival’s 27.1%.
The supremacy of “Noah” on Philippine primetime TV was proven even on the day GMA launched its much-touted reality series as “Noah” rated 35.7% vs “Survivor”’s 27.4% last August 30 nationally.
With the continuous dominance of its programs, ABS-CBN Corporation once again maintained its lead in nationwide with an average audience share of 41% versus GMA 7’s 34%. ABS-CBN’s strong performance in August brings its year-to-date shares to a high of 44% as compared to GMA’s 32%. ABS-CBN remains unbeatable in Balance Luzon (areas in Luzon outside Mega Manila) with an average audience share of 43% vs GMA 7 with 38%
The Kapamilya Network’s runaway leadership in Visayas with 58% vs GMA7’s 25% and in Mindanao with 64% vs GMA7’s 16% also speaks volumes of its ratings dominance.
More advertisers prefer ABS-CBN as 43% of viewers with purchasing power (belonging to classes ABCD, which comprise 82% of the total urban population) watch ABS-CBN as compared to GMA with only 34%.
Nine out of the top ten programs in August belong to ABS-CBN. These were “Noah” (35.9%), “Agua Bendita” (34.1%), “TV Patrol” (33.9%), “Miss Universe” (29.4%), “Maalaala Mo Kaya” (27.2%) “Tatak ng Agimat” (26.3%), “Momay” (25.2%), Magkaribal (24.7%), and “Agimat: Elias Paniki” (24.3%).
ABS-CBN’s gateway to primetime program, “Momay” (25.2%) was noticeably doing the ‘job’ as early as 6PM as it beat GMA7’s core primetime programs “Langit sa Piling Mo” (15.4%), “Pilyang Kerubin” (21.2%), “Ilumina” (20.4%), and even the much-hyped tandem of Dingdong Dantes and Marian Rivera in “Endless Love” (19.2%).
Its AM radio also dominated the ratings. DZMM Radyo Patrol 630, the Rotary Club of Manila Journalism Awards 2010 Radio Station of the Year, topped all AM radio stations in the July 2010 Nielsen Mega Manila RAM with an audience share of 31% percent, 12 points higher than DZBB’s 19% and 13 points higher than DZRH’s 18%.
Cable TV channel DZMM TeleRadyo, on the other hand, also ruled the competition as the top cable news channel in the July 2010 Kantar Media-TNS survey for all cabled households surpassing CNN, BBC, Fox News, and Channel News Asia.
Kantar Media, a global market research group, offers audience research measurement systems in 32 countries. It started releasing its Philippine television audience measurement data in February 2009 with panels composed of 1,370 representative households covering urban Philippines and reporting on seven sectors namely the National Capital Region, North Luzon, Central Luzon, South Luzon, Visayas and Mindanao.
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.