The Voice of the Philippines

ABS-CBN continues its leadership in nationwide TV viewing across urban and rural homes in February with an average national audience share of 42%, or seven points higher compared to GMA’s 35%, according to data from Kantar Media.

Kantar Media uses a nationwide panel size of 2,609 urban and rural homes that represent 100% of the total Philippine TV viewing population, while the other ratings data supplier AGB Nielsen reportedly has only 1,980 homes based solely in urban areas that represent only 57% of the Philippine TV viewing population.

ABS-CBN’s primetime (6PM-12MN) block remains undisputed with an average audience share of 48%, which is 17 points higher than GMA's 31%. Primetime Bida’s consistent dominance is a result of viewers' strong support for the network’s top-caliber drama series such as “Dream Dad” (29.4), “Forevermore” (28.6%), “Two Wives"(21.4%), and “Bagito” (16.7%).

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.
Dream Dad stars Zanjoe Marudo and Jana Agoncillo

Aside from primetime, the Kapamilya network’s late afternoon (3PM-6PM) block also rose compared to the previous month. From an average audience share of 37% in January, ABS-CBN’s late afternoon block climbed to 39% in February. It was strengthened by the return of “Kapamilya Deal or No Deal,” which hit an average national TV rating of 11.2%, or four points higher compared to its two rivals on GMA, “My Name is Kim Sam Soon” (7.4%) and “Fall In Love With Me” (7.1%).

ABS-CBN also successfully launched its newest current affairs programs “Sports U” (9.5%), “Tapatan Ni Tunying” (9.4%), “3-in-1” (9.3%), “RealiTV” (8.9%), and “Mission Possible” (8.5%).

Meanwhile, boxing fans tuned in to ABS-CBN Sports+Action's special coverage of “Pinoy Pride 29: Fist of Fury,” which earned a national TV rating or 12.5%.

Two WivesAlso included in the top 10 most watched programs in the country are "Maalaala Mo Kaya" (27.9%), "TV Patrol" (25.2%), "Rated K" (24.6%), "The Voice of the Philippines" (24.4%), "Wansapanataym" (23.5%), and "Home Sweetie Home" (21.1%).

Kantar Media is a leading television (TV) 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, has 26 TV networks, ad agencies, and pan-regional networks subscribing to its ratings services.

Among its current subscribers are ABS-CBN, NBN, Sky Cable, J. Romero and Associates, 720ConsumerConnect, Starcom, OMD, PhD, Mediacom, Mindshare, MEC, Maxus, Universal McCann, Wellmade Manufacturing Corporation, Brand Ideas, and MPG Havas. They also include pan-regional networks like CSM Media Inc., Fox International Channels, Star HK, Discovery, AXN, HBO, MTV, Sony Pictures Television International, Celestial Tiger, and A&E Television Network.

Among these, the following subscribe to both urban and rural TV audience measurement: ABS-CBN, Brand Ideas, MPG Havas, and 720ConsumerConnect. (Story/ photos by Kane Choa)

TABLE 1.  TOTAL DAY NATIONAL TV VIEWERSHIP IN FEBRUARY 2015 BY HOUSEHOLDS

TABLE 2.  NATIONAL PRIMETIME (6PM-12MN) TV VIEWERSHIP IN FEBRUARY 2015 BY HOUSEHOLDS

TABLE 3.  NATIONAL LATE AFTERNOON (3PM-6PM) TV VIEWERSHIP IN FEBRUARY 2015 BY HOUSEHOLDS

TABLE 4.  TOP 10 PROGRAMS IN FEBRUARY 2015 (NATIONAL HOMES)