This finding rose from Nielsen Media’s 3-year viewership data, which shows TV5 consisting of a combined proportion of males and youth viewersfar bigger than ABS-CBN’s and GMA’s and on an increasing trend since 2012. To date, TV5’s males+youth viewers combined would account for 77% of its viewers, compared to ABS-CBN’s 70% and GMA’s 69%.
The Kapatid Network’s male-skewed sports and reality programs – driven mostly by the live telecast of the PBA games, highly anticipated boxing and MMA matches, other sports coverages, and the intensified The Amazing Race Philippines Season 2 (TARP 2) primetime airing – have been instrumental in drawing in not just male audiences but also young viewers within the age segment of 2 to 29 years old.
Teen viewership for TV5 has also significantly soared following the launch of the hit primetime mini-series Wattpad Presents. According Nielsen Media Research, comparing against past 4-week average prior to launch, TV5 increased its national urban teen absolute viewership by 31% during the Wattpad Presents timeslot, compared to ABS-CBN’s 3% and GMA’s -2%. Moreover, in terms of proportion, the data shows that Wattpad Presents accounted for the highest increase in TV viewing among teens within the program’s timeslot, thus driving TV viewership among this highly elusive viewer segment in total nationwide urban Philippines.
Both Wattpad Presents and The Amazing Race Philippines Season 2 are also making remarkable traction among the youth segment online, particularly in social media where young viewers show active engagement, thereby boosting the numbers for TV5’s social media accounts. In fact, both programs have each made 372M impressions on Twitter for the keywords “Wattpad Presents” (Source: Sysomos, September 2014) and “AmazingRacePHILIPPINES” (Source: Sysomos, August-November 2014). For “Wattpad Presents”, there were 48,041 Twitter mentions from 30,879 Twitter users while “AmazingRacePHILIPPINES” generated a total of 111,351 Twitter mentions from 67,017 Twitter users for the cited periods.
TV5’s young viewers are also are also actively engaged on Facebook, as proven by the 3% organic growth in fans among the 18-24 age group on the TV5 Manila Facebook Page (Source: Facebook Insights, July to September 2014).
Given the encouraging viewership increase and social media engagement TV5 has been receiving from Male + Youth viewers, the network has more reason to continue its “happy” programming and provide more quality shows that cater to the new breed of progressive viewers. As TV5’s community of viewers, fans and followers consistently grows, more people are undoubtedly making the switch and loving what they find over at the Happy Network.