TV network ratings war continues

ABS-CBN Corp. claimed a nationwide ratings lead in May while rival GMA Network Inc. continued to rule the ratings war in Mega Manila and Urban Luzon.

ABS-CBN, which uses data from Kantar Media, said it had cornered 44 percent of the the country’s TV audience last month, against 32 percent for GMA.

ABS-CBN also claimed a lead in the lucrative primetime block with a  49-percent average audience share against GMA’s 31 percent.

“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,” ABS-CBN said in its statement.

For its part, GMA, which uses data from Nielsen TV Audience Measurement, captured most viewers across Mega Manila and Urban Luzon. It noted that Urban Luzon represents 77 percent of all urban TV households in the country, while Mega Manila accounts for 60 percent.

Specifically, GMA said it led in total day ratings in Urban Luzon with a household audience share of 38.9 percent, ahead of ABS-CBN’s 30.3 percent and TV5’s 7.7 percent.

GMA posted double-digit margins over rival networks in its Mega Manila bailiwick with a 40.9-percent total day average, above ABS-CBN’s 27.1 percent and TV5’s 8.2 percent.

In terms of National Urban Television Audience Measurement, GMA maintained its strong ratings performance in the daytime blocks.

It registered 30.5 percent in the morning block, versus ABS-CBN’s 29.3 percent and TV5’s 12.2 percent. GMA was also ahead in the afternoon block with 36 percent against ABS’s 35.6 percent and TV5’s 7.4 percent.

ABS-CBN, meanwhile, said it was the leading television broadcast company in Visayas and Mindanao. It got 54 percent of Visayas ratings last month against GMA’s 24 percent while in Mindanao, it also cornered 54 percent versus 24 percent for GMA.

Kantar Media uses a nationwide panel size of 2,610 urban and rural homes representing 100 percent of the total Philippine TV viewing population. Nielsen has a nationwide sample size of 3,500 urban and rural homes, GMA said.