MANILA, Philippines - ABS-CBN Corp., the country’s largest multimedia conglomerate, said it ended 2011 as the TV network with the most number of Filipino households watching its programs, especially on primetime when viewing levels peak.
Based on Kantar Media data for full year 2011, ABS-CBN obtained a 42-percent national audience share for primetime (6 p.m. onwards) when advertisers make most of its placements. Its nearest competitor, GMA Network, registered a 30 percent market share.
For December 2011 alone, ABS-CBN reigned supreme on primetime TV with 42 percent of Philippine households watching Kapamilya programs. The company continued its winning streak in Metro Manila TV ratings with an average audience share of 36 percent, overtaking 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, it pointed out.
The survey showed that 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 percent) topped all programs last year, followed by “100 Days to Heaven” (32.6 percent), “Mutya” (32.4 percent), “Minsan Lang Kita Iibigin” (29.4 percent), “Ikaw ay Pag-ibig” (29.2 percent), “Budoy” (28.8 percent), “Maalaala Mo Kaya” (28.2 percent), “Noah” (28 percent), and “Guns and Roses” (27 percent).
“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 percent 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.
“Toda Max” (20.8 percent) led all TV sitcoms, while “Goin Bulilit” (20.7 percent) beat all other gag shows in 2011.
Overall, ABS-CBN enjoyed an audience share of 36 percent in 2011 as against GMA’s 35 percent and TV5’s 13 percent.
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 Corp. They also include pan-regional networks likes CSM Media Inc., Fox International Channels, Star HK, Discovery, AXN, HBO, MTV and Sony Pictures Television International.