Kantar Media uses a nationwide panel size of 2,609 urban and rural homes that represent 100% of the total Philippine TV viewing population, while the other ratings data supplier AGB Nielsen reportedly has only 1,980 homes based solely in urban areas that represent only 57% of the Philippine TV viewing population.
ABS-CBN also kept its stronghold of the primetime block (6PM-12NN) despite GMA’s new offerings, with a recorded audience share of 47%, higher by 14 points than GMA’s 33%. Primetime is the most important timeblock when most Filipinos watch TV and advertisers put a larger chunk of their investment in to reach more consumers efficiently.
The multi-awarded and longest-running drama anthology in Asia “Maalaala Mo Kaya” secured the top spot among the country’s most watched programs with a national TV rating of 35.4%. It was followed by top-rater “Juan Dela Cruz” with 34.9% and “Wansapanataym” with 32.2%.
The top-rating and Twitter-trending singing-reality show “The Voice of the Philippines,” meanwhile, landed on fourth place with a national TV rating of 29%.
“TV Patrol” once again ruled all newscasts in the country with a national TV rating of 28.7%, beating “24 Oras” with only 18.5%.
Newly launched primetime teleserye “Muling Buksan ang Puso” instantly zoomed to the top of the list with 28.7%, outdoing its rival program on GMA, “Mundo Mo’y Akin,” which only got 21.3%.
Kantar Media’s report also showed that 13 programs in the top 15 in July were produced by ABS-CBN, including “Rated K” (25.8%), “Huwag Ka Lang Mawawala” (24.8%), “Be Careful With My Heart” (22.8%), “Apoy sa Dagat” (22.5%), “Goin’ Bulilit” (21.3%), “”Kapamilya Deal or No Deal” (19.6%), and “Annaliza” (19.4%).
ABS-CBN also dominated other key territories in terms of total day viewership. It earned an average audience share of 43% vs GMA’s 37% in Balance Luzon (areas in Luzon outside Mega Manila); 50% vs GMA’s 28% in the Visayas; and 54% vs GMA’s 25% in Mindanao.
Kantar Media is a leading television (TV) audience measurement provider with capabilities in gathering TV viewing data in both digital and analog platforms. It is 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.