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ABS-CBN Widens Lead on Primetime and Most Cost-Efficient in February

“Mutya,” “Mara Clara,” and “Imortal,” capture Mega Manila TV ratings as well.

ABS-CBN Corporation, the country’s largest multimedia conglomerate, widened its lead over rival TV stations in February with a 41% audience share on primetime (6PM-12MN).

Data from Kantar Media/TNS show that ABS-CBN improved its primetime audience share last month to enjoy a ten-point lead over GMA Network’s 31% and more than twice the audience share of ABC TV5’s 16%.

Leadership in primetime is important for a TV network because it has the most number of viewers. February’s figures show that TV Patrol continues to be the most-watched news program with an average rating of 26.7% nationwide vs 24 Oras’ 20.5% and Willing Willie’s 11%.

ABS-CBN primetime teleseryes Mara Clara (34.9%), Mutya (31.8%), and Imortal (26.4%) have beaten GMA’s Dwarfina (17.8%), Machete (17%), and I Heart You Pare (16.2%) nationwide.

Interestingly, GMA Network lost its primetime leadership last month in Mega Manila, the area that includes viewer-rich Metro Manila and which the Kapuso network considers as its stronghold. ABS-CBN’s Mara Clara (28%), Mutya (23.5%), and Imortal (22.1%) trounced GMA’s Dwarfina (21.4%), Machete (20.2%), and I Heart You Pare (20.6%).

In the top 10 list of most-watched TV programs nationwide, ABS-CBN secured nine slots. Mara Clara (34.9) topped the list followed by Mutya (31.8), Noah (30%), Pilipinas Got Talent (28.6), TV Patrol (26.7%), Imortal (26.4%), Rated K (23.9%), Maalaala Mo Kaya (22.5%), and Goin Bulilit (21.3%) getting the last spot.

Overall, ABS-CBN remains as the country’s number one TV network with a 36% audience share for the month of February, higher than GMA’s 35% and ABC TV5’s 13%.

In Balance Luzon or areas outside Mega Manila, ABS-CBN’s audience share averaged 38% vs GMA’s 35%.

In the Visayas, five out of every ten households watched ABS-CBN (54%) or more than double the number of households that watched GMA (24%).

The same trend was seen in Mindanao. Almost six out of ten households watched ABS-CBN (53%) while only a fifth of them tuned in to GMA (21%).

Industry sources say ABS-CBN continues to be the most efficient for advertisers especially on primetime wherein most of the ad placements are made, while GMA’s core primetime offerings are less cost-efficient vs ABS-CBN and ABC TV5.

ABS-CBN generated net income of P2.9 billion for the first nine months of 2010, as it sustained into the third quarter the strong growth momentum in regular advertising revenues in the first semester. This profit level is more than double the net income of P1.3 billion in the first nine months of 2009.

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.

10 Comments on ABS-CBN Widens Lead on Primetime and Most Cost-Efficient in February

  1. BLUEWEN T. RAMOS // March 31, 2011 at 7:48 am //

    ang kapuso mga totoong tao di plastic di pa jologs e ang kapamilya corney walang buhay parang ang tao kapag walang puso walang buhay kaya magaka puso kana

  2. jan rose // March 11, 2011 at 4:31 pm //

    proud me in the abs – CBS because they are nice in acting and also their character are famous not like gma…

  3. corinne // March 7, 2011 at 5:43 pm //

    I love watching MUTYA. Mutya is a such revelation at her age. She is so natural in her acting. She is a delight to watch, and you get to love her more and more everyday. Kaya lang…. mali ang choice sa papel ni Chabita – maganda si Nina Jose and guwapo naman si Aaron… di ba dapat, medyo maganda din ang anak nila?

  4. ang masasabi ko lng hay buhay c wilie revillame pang-world class na ang kanyang programa paano hnd madamot kaya tnitingala at tnatangkilik…un hapi!!lonely!!yepee yehey…waley waley!!

  5. IMAO!!!

    ABS-CBN = Primetime Shows(teleserye etc.)
    ABS-CBN = Afternoon Shows
    ABS-CBN= NEWS Cast (TV Patrol, Bandila)
    GMA 7 = Documentaries (D’ Best)
    GMA 7 = Noontime Show(Eat Bulaga)

  6. Anonymous // March 4, 2011 at 10:58 pm //

    no 1 ang abs cbn dito sa isabela lalona imortal wla pa rin makakaTALO THE best ever

  7. pakibasa KAPUSO!BWAHAHHA! // March 4, 2011 at 8:00 pm //

    ang abs-cbn merong 42 companies na pag-aari, gma ilan? 3!bwahahah! PIPITSUGIN na network lang ang GMA kumpara sa aba-cbn! bwahahaha!kaya nga desperado na bumalik ang mga advertisrs, kuha nga ng gma ang noontime at afternoon ratings, yung ng no.1 ba shows nila sila may gawa? sila ba may-ari?!HINDI! EB nagbabayad lang ng timeslot sa kanila, koreanobela nila sila may gawa? HINDI! mangarap kayo ng gising, MARA CLARA, MUTYA, IMORTAL NO.1 mapa mega manila, nationwide PANALO TNS-KANTAR at AGB, yan pinaka improtanteng oras, triple audience,triple ad rates! san ka pa kanguso?!?!

    versatile actress siya tulad ng binibigyan ng mga bida rolses ng dos na mga baguhan, tignan niyo nga nagyari KANGUSO sa MARA CLARA no.1 serye di lang sa mega manila sa buung pinas pa AGB at TNS-Kantar pa, or the no.1 show sa phil. tv ngayun, di naman kilala 2 bida di ba? pero tignan niyo ngayari? may talent kasi at may ibubuga sa acting kahit nga si mutya na bago lalim umakting galing nung bata, sa kanguso kaya musta mga sandamakmak na starkets niyo? hapon lang ang nagrarate niyo, e pinaka improtante PRIMETIME. dito lang naman triple audince at triple kita sa kita ng network, kaya nalulugi ang GMA e! bgsak sa primetime.

    nasan ang gma?!?!

  8. saraharchuleta // March 4, 2011 at 6:26 pm //

    @448..WAG KANG MAGMALINIS!..BOBO!..

    KUNG GANUN LANG ANG ABS SAMPALAN, SIGAWAN IYAKAN…SO WHAT?….

    EH ANG GMA?…1 WORD WILL DEFINE GMA’s SHOWS..

    PANTA-PANTASERSYE!..
    BOGOK!

  9. . . .Abscbn // March 4, 2011 at 5:39 pm //

    Abs n0. 1 alam naman ntn t0t0o wg mgtanga tangahan

  10. Imortal Panalo // March 4, 2011 at 5:26 pm //

    Ang galing ng fight scenes ng Imortal kagabi. Me comment din ako sa Mara Clara parang di tugma na itinuro ni Susan yung mga kidnappers, konting gap lang di man lang naabutan ng mga pulis. Lumalabas na napaka incompetent ng mga pulis natin. sana ayusin yan kasi pangit sa istorya.

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