Rival networks keep ratings lead
Television broadcast giants GMA Network Inc. sustained its lead in viewer-rich urban areas around Luzon while ABS-CBN said it was the No. 1 across the country.
Both companies, citing different third-party research companies, released their audience share numbers for August 2018 showing each media group managed to protect leadership in their respective markets.
In a statement, GMA Network noted that for the month, it registered an average total day people audience share of 42.6 percent in the National Urban Television Audience Measurement (Nutam) versus ABS-CBN’s 36.2 percent.
GMA uses data provided by Nielsen TV Audience Measurement.
For its part, ABS-CBN announced its nationwide dominance, with an average audience share of 44 percent against GMA’s 32 percent. ABS-CBN’s figures come from Kantar Media.
Viewerships scores are linked to the bottomline as these are closely followed by advertisers.
GMA has touted its leadership in urban areas, mainly in Urban Luzon and Mega Manila. It said these areas accounted for 72 percent and 59 percent of all urban viewers in the country.
Its average total day audience share in Urban Luzon stood at 48 percent versus ABS-CBN’s 30.2 percent in August. For Mega Manila, GMA said its audience share was at 49.4 percent against ABS-CBN’s 27.7 percent.
ABS-CBN, meanwhile, claimed leadership across a wide variety of areas, including Metro Manila— a crucial component of Mega Manila. It was also far ahead of competition in Visayas and Mindanao.
In its statement, ABS-CBN said ratings leadership in Metro Manila stood at 41 percent against GMA’s 28 percent. In total Luzon, ABS-CBN cornered 40 percent while GMA got 36 percent.
ABS-CBN’s lead in Total Visayas was at 51 percent versus GMA’s 26 percent. In Mindanao, the figure stood at 52 percent compared to GMA’s 26 percent.
ABS-CBN also sought to highlight its lead in primetime, which runs from early evening through midnight. The slot was coveted since advertisers allocated huge chunks of their placements during these hours.
ABS-CBN’s primetime ratings were at 48 percent versus GMA’s 32 percent, according to Kantar Media data.
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