Data also show that ABS-CBN ruled total day viewing from June to September this year with an average national audience share of 42% versus GMA’s 31%. Kantar Media launched its expanded TV ratings measurement to include rural homes in June this year. ABS-CBN also dominated viewer-rich primetime (6PM-12MN), when most Filipinos watch TV and advertisers put a larger chunk of their investment in to reach more consumers efficiently , with a national audience share of 49% in the four-month period, or a whopping 21-point lead versus GMA’s 28%.
Kantar Media uses a nationwide panel size of 2,609 urban and rural homes, more than AGB Nielsen’s 1,980 homes that are only based in urban areas. Kantar Media’s panel represents 100% of the total Philippine TV viewing population, while AGB Nielsen reportedly represents only 57% of the Philippine TV viewing population.
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.
