GMA 7 continues to hold lead in network race

MANILA, Philippines—GMA Network Inc. held on to its lead in nationwide ratings in the first two weeks of October, the latest survey from AGB Nielsen showed.

In a statement, the company said it continued to garner more viewers than its rival ABS-CBN Corp., which until last year held the lead in ratings in the past two decades.

Based on partial October 9 to 13 readings, GMA recorded its highest nationwide ratings margin over its competitors in total day household audience shares by an impressive 7.4 percentage points with 35.8 percent against ABS-CBN’s 28.4 percent.

The lead resulted from the network’s improving ratings across all timeblocks, most notably in primetime, where clients committed the bulk of their advertising budgets.

“Moreover, in the widely watched afternoon block (noon to 6 p.m.), GMA’s national ratings lead over ABS-CBN grew to a stellar 21 percentage points,” the company said.

National Urban Philippines is composed of Mega Manila (which makes up 58 percent of total urban television households), Urban Luzon (which makes up 77 percent of total urban television households including Mega Manila), Urban Visayas (13 percent of total urban TV households), and Urban Mindanao (10 percent of total urban TV households).

GMA subscribes to Nielsen’s TV Audience Measurement, which is also used by 21 companies including two other local networks—TV5 and Solar Entertainment; Faulkner Media; CBN Asia; 13 advertising agencies; and three regional clients.

On the other hand, ABS-CBN is the only local major TV network reportedly subscribing to Kantar Media, formerly known as TNS.

Earlier, GMA chair Felipe L. Gozon said the company expected to earn a bigger share in the broadcast industry’s advertising spending due to its improved ratings.

Despite this, company officials earlier said the network could fall short of its target of posting a P3-billion profit this year—matching last year’s levels—due to a slowdown in spending by multinational companies.

Over the past years, the company has dominated ratings in the viewer-rich Metro Manila area.

But the nationwide market has long been dominated by the Lopez family’s ABS-CBN.

ABS-CBN could not be reached for comment as of late Thursday afternoon.