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.