ABS-CBN claims broadcast ratings lead

ABS-CBN Corp., the listed broadcast arm of the Lopez Group, claimed a lead in ratings last month.

ABS-CBN cited data from Kantar Media when it announced that its average audience share for urban and rural households during the period reached 42 percent, higher than the 34 percent of rival GMA Network Inc.

Kantar Media uses a nationwide panel size of 2,609 urban and rural homes to feel the pulse of the Philippine TV viewing population, the statement showed.

For primetime, ABS-CBN had an audience share of 47 percent compared to GMA’s 33 percent, ABS-CBN said in a statement Thursday.

Primetime “is the most important part of the day when most Filipinos watch TV, and advertisers put a larger chunk of their investment to reach more consumers effectively,” ABS-CBN said.

The company also led in key territories such as Balance Luzon (areas in Luzon outside Mega Manila) with 49 percent against GMA’s 34 percent. In the Visayas, it garnered 57 percent against GMA’s 26 percent. In Mindanao, ABS-CBN accounted for 61 percent compared to GMA’s 22 percent.

Kantar Media is a leading television 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.