Based on Kantar Media data for full year 2011, ABS-CBN obtained a 42 percent national audience share for primetime (6PM onwards) when advertisers make most of its placements, or 12 points higher than GMA’s 30 percent.
For the month December 2011 alone, ABS-CBN reigned supreme on primetime TV with a 42 percent of Philippine households watching Kapamilya programs vs. GMA’s 31 percent. ABS-CBN continued its winning streak in Metro Manila TV ratings with an average audience share of 36 percent and overtook GMA’s 34 percent.
ABS-CBN drama, news, and talent reality programs dominated 2011’s top 30 programs (excluding TV specials) with 21 Kapamilya programs and even secured the top 16 slots.
Filipinos preferred watching ABS-CBN drama series as nine of its shows made it to the top 10 most-watched programs in 2011. “Mara Clara” (33.4%) topped all programs last year, followed by “100 Days to Heaven” (32.6%), “Mutya” (32.4%), “Minsan Lang Kita Iibigin” (29.4%), “Ikaw ay Pag-ibig” (29.2%), “Budoy” (28.8%), “Maalaala Mo Kaya” (28.2%), “Noah” (28%), “Guns and Roses” (27%).
“TV Patrol,” the only TV newscast to make it to 2011’s top 10 programs, remained as the country’s number one TV newscast with an average TV rating of 27.2 percent. Its competitor “24 Oras” was far behind at 24th spot with only 19.5% of Filipino households watching it last year.
“Pilipinas Got Talent” was the highest rating talent reality-search at 11th spot with an average TV rating of 26.8 percent, while “Rated K” topped all public affairs programs at 14th place with an average TV rating of 23.8 percent.
ABS-CBN’s “Toda Max” (20.8%) led all TV sitcoms, while “Goin Bulilit” (20.7%) beat all other gag shows in 2011.
Overall, ABS-CBN enjoyed an audience share of 36 percent in 2011 vs. GMA’s 35 percent and TV5’s 13 percent.
ABS-CBN registered a net income of P2.2 billion in the first nine months of 2011, while news media reported that GMA Network earned P1.58 billion net income in the same period.
Kantar Media has 22 TV networks, ad agencies, and pan-regional networks subscribing to its ratings services. Among its current subscribers are 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 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 contrary to claims by GMA, which is not a party to the case, that it has been resolved.
TABLE 5. TOP 30 PROGRAMS IN 2011 (NATIONAL HOMES)