Kantar Media launched its expanded TV ratings measurement to include rural homes in June 2012. It now uses a nationwide panel size of 2,609 urban and rural homes that represent 100% of the total Philippine TV viewing population, while AGB Nielsen reportedly has 1,980 homes based solely in urban areas that represent only 57% of the Philippine TV viewing population.
From June to December 2012, ABS-CBN proved unbeatable in primetime (6PM-12MN) with 48% of Philippine households watching its programs, a striking 20-point lead over GMA’s 28%. Primetime is the most important part of the day when most Filipinos watch TV and advertisers put a larger chunk of their investment in to reach more consumers efficiently. ABS-CBN’s morning block (6AM-12NN) also punctuated the seven-month period with an average audience share of 40% versus GMA’s 31%.
For the month of December alone, ABS-CBN topped all TV stations in national daytime with an audience share of 40%, or higher by eight points than GMA’s 32%. ABS-CBN’s undisputed primetime line-up also posted an audience share of 44% in the said month as compared to GMA’s 30%.
Overall, ABS-CBN surged ahead of its competitors in rural homes from June to December in the said year when it garnered an audience share of 49% vs GMA’s 31% in total day viewing and 56% vs 26% in primetime. ABS-CBN also ruled urban homes for the whole of 2012 with an average audience share of 36% vs GMA’s 33% in total day, and 42% against GMA’s 30% in primetime.
Sixteen out of the 20 most watched programs nationwide in the June-December 2012 period covering urban and rural homes were produced by ABS-CBN.
Phenomenal TV drama “Walang Hanggan” ruled the list with a whopping national TV rating of 38.4%, followed by “Princess and I” (35.3%), “Maalaala Mo Kaya” (33.4%), and “Wansapanataym” (32.5%).
“TV Patrol” came in fifth with a national TV rating of 31.4%, making it the number one newscast in the country. GMA’s “24 Oras” only managed 17.8%, or 13 points behind “TV Patrol.”
The other ABS-CBN programs included in the top 20 programs for June-December 2012 are “Ina Kapatid Anak” (30.3%), “Dahil sa Pag-ibig” (25.3%), “Kapamilya Deal or No Deal” (25%), “Rated K” (25%), “Aryana” (24%), “Goin’ Bulilit” (23.6%), “Be Careful With My Heart” (22.7%), “Lorenzo’s Time” (21.6%), “The X Factor Philippines” Saturday (20.7%), “Pinoy Big Brother Teen Edition 4” Saturday (19.8%), and “TV Patrol Weekend” Sunday (19.5%).
Moreover, Filipino pride was on its height in last year with Filipinos tuning in to landmark events that put the country on the map. Nonito Donaire Jr.’s sensational victory against Mexican Jorge Arce in a junior featherweight championship bout solidified the Filipino boxer’s status as the world’s best fighter in 2012. The event, which was aired via satellite on ABS-CBN, garnered a 29.7% national TV rating.
Filipinos also watched Janina Tugonon compete and finish first runner-up in the Miss Universe 2012 pageant in Las Vegas, USA. The airing enjoyed a national TV rating of 22.8%.
Kantar Media is a leading television (TV) audience measurement provider with capabilities in gathering TV viewing data in both digital and analog platforms, and a multinational market research group that specializes in audience measurement in more than 80 countries, has 26 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, 720ConsumerConnect, Starcom, OMD, PhD, Mediacom, Mindshare, MEC, Maxus, Universal McCann, Wellmade Manufacturing Corporation, Brand Ideas, and MPG Havas. They also include pan-regional networks like CSM Media Inc., Fox International Channels, Star HK, Discovery, AXN, HBO, MTV, Sony Pictures Television International, Celestial Tiger, and A&E Television Network. Among these, the following subscribe to both urban and rural TV audience measurement: ABS-CBN, Brand Ideas, MPG Havas, and 720ConsumerConnect.
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.