Despite power interruptions caused by typhoon Glenda, ABS-CBN, the country’s largest and leading multimedia conglomerate, remained to be the most watched TV network across urban and rural households in July with an average audience share of 43%, or nine points higher than GMA’s 34%, according to data from Kantar Media.
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.
The figures for July also revealed that ABS-CBN once again conquered the primetime block (6PM-12MN) with an average audience share of 50%, or a whopping 18-point lead over GMA’s 32%.
ABS-CBN’s Primetime Bida also maintained its winning streak in other key territories like Balance Luzon (areas in Luzon outside Mega Manila), Visayas, and Mindanao. It recorded an average audience share of 53% in Balance Luzon, 63% in the Visayas, and 61% in Mindanao, while GMA garnered only 31%, 23%, and 24% respectively for the said time blocks.
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.
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.
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