MANILA, Philippines—The country’s top television firms continued to butt heads in the nationwide ratings race ahead of the 2013 mid-term polls, which is seen to result in a windfall for the broadcast industry given the expected surge in political ad spending.
Lopez-led ABS-CBN Corp. said it was “unbeatable” in primetime ratings across the country, including rural areas, as it posted an average audience share of 48 percent, ahead of rival GMA Network’s 28 percent. This was based on research firm Kantar Media’s survey covering June to December.
For December alone, ABS-CBN topped all TV stations in national daytime with an audience share of 40 percent, or higher by eight points than GMA’s 32 percent, according to Kantar’s survey.
ABS-CBN’s primetime lineup also posted an audience share of 44 percent for the month, compared to GMA’s 30 percent.
Sixteen out of the 20 most watched programs nationwide in June to December 2012 in urban and rural homes were produced by ABS-CBN, Kantar’s data showed.
In the meantime, GMA, citing data from research firm AGB Nielsen, said 34.4 percent of households were tuned in to the “Kapuso” network in January-to-December total day ratings, ahead of ABS-CBN’s 31.5 percent.
“GMA’s lead in overall nationwide ratings was driven mainly by its strong ratings performance in the afternoon block, where it led competition by significant margins,” the company said as it took advantage of ABS-CBN’s weak-spot noontime block.
In Urban Luzon, GMA was ahead of rival stations with a 38.2-percent average total day household audience share. ABS-CBN scored with 27.4 percent of households.
GMA also ended the year strongly in its bailiwick, Mega Manila, with an average total day household audience share of 39.2 percent, higher than ABS-CBN’s 25.8 percent and TV5’s 15.2 percent.