ABS-CBN maintained its leadership in nationwide TV viewership in August with an average national audience share of 45%, which is 10 percentage points higher than GMA’s 35%, according to data from Kantar Media.
The Kapamilya network’s stronghold on TV viewers was further strengthened as it continued to reign in key territories such as Balance Luzon (all areas in Luzon outside Mega Manila) where it got an average total day audience share of 48% vs. GMA’s 35%, in the Visayas with 58% vs. 26%, and in Mindanao with 58% vs. 27%.
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.
ABS-CBN, the only Philippine media company in FinanceAsia’s list of “Asia’s Best Companies 2015,” remained strong in the primetime block (6PM-12MN) with an average national audience share of 52%, which is 23 points higher than GMA’s 29%. 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.
The supremacy of the Kapamilya network for the month of August was bolstered by the launch of new teleseryes and the highly anticipated finales of primetime programs.
READ – Kantar Media: Top 10 Most Watched TV Programs in August 2015
Aside from TV viewership, ABS-CBN programs also continue to attract more online and smartphone users. The video-on-demand and livestreaming service of iWanTV received a total of 83.8 million page views in August, up from the previous month’s 81 million views. Leading the most watched Kapamilya shows online are “Pangako Sa’yo” (3.1 million views), “On the Wings of Love” (2 million), “Pinoy Big Brother 737” (1 million views), “Pasion de Amor” (796,365 views), and “The Voice Kids” season 2 (766,458 views).
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 local current subscribers are ABS-CBN, Peoples Television Network Inc., The Huddle Room Media Inc., JRA Advertising (J. Romero and Associates), 720 Consumer Connect, ZenithOptimedia, Viva Communications Inc., Manprom, Philippine Daily Inquirer , CNN Philippines, Starcom, Clubmedia, Havas Media Ortega, and Media Agency groups IPG Mediabrands (Touch BPN, UM), Dentsu Aegis Network (Dentsu, Mediaforce, Carat), Omnicom Media Group (OMD, PHD and M2M) as well as Group M (Mindshare, MEC, MediaCom, and Maxus).
International subscribers to Kantar Media include Turner Broadcasting System Asia, NBCU Global Networks Asia Pte Ltd, Google Asia Pacific Pte Ltd, Home Box Office (Singapore) Pte Ltd, Scripps Networks Interactive (Asia) Pte. Ltd., MTV Asia, Fox International Channels, Discovery Networks Asia-Pacific Pte Ltd, CSM Media Research (China), AETN All Asia Networks Pte Ltd, Celestial Tiger Entertainment and Sony Pictures International.
