ABS-CBN, GMA claim ratings leadership in Aug

MANILA, Philippines - Multimedia conglomerate ABS-CBN Corp. and broadcast giant GMA Network Inc. again claimed ratings leadership for the month of August, separate surveys showed.

In a statement, ABS-CBN said its ratings remained strong last month as it once again topped with an average total day audience share of 43 percent, or eight points more than the 35 percent share of GMA.

Data from Kantar Media showed ABS-CBN remained uncontested in its primetime block from 6 p.m. to 12 midnight with an average total day audience share of 49 percent, or 15 points ahead of GMA’s 34 percent.

In areas in Luzon outside Mega Manila, ABS-CBN recorded an average total day audience share of 52 percent compared to GMA’s 34 percent. It likewise dominated Visayas with 63 percent as against GMA’s 25 percent as well as Mindanao with 62 percent versus the competitor’s 24 percent.

The primetime block 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 effectively.

On the other hand, GMA said it continued to gain ground over closest competitor ABS-CBN in nationwide ratings in August, driven by its strong performance across all timeblocks.

For the period Aug. 1 to 31, GMA said further decreased ABS-CBN’s lead in NUTAM (National Urban Television Audience Measurement) to a mere 0.2 percent as it scored a 34 percent total day household audience share.

GMA continued to lead in the morning block with a 30.7 percent audience share, higher than ABS-CBN’s 30.3 percent and TV5’s 12.2 percent.

The same trend was seen in the afternoon block, wherein GMA scored 36 percent, surpassing ABS-CBN’s 30.4 percent and TV5’s 9.9 percent.

GMA also further hiked up its shares in the evening block to 34.1 percent from July’s 32.3 percent.

On a similar note, GMA effectively kept its total-day advantage in its strong areas of Urban Luzon and Mega Manila, while ruling across all dayparts. Urban Luzon and Mega Manila respectively account for 77 and 60 percent of the urban TV household population in the entire country.

GMA prevailed over competition by substantial margins in Urban Luzon with a 37.6 percent total day audience share, leading ABS-CBN’s 30.4 percent by 7.2 points and TV5’s 8.6 percent by 29 points.

It also maintained its stronghold in its bailiwick Mega Manila with a 38.7 percent total day average, up by a commanding 10.7 points from ABS-CBN’s 28 percent, and up 29.5 points from TV5’s 9.2 percent.