ABS-CBN Dominates TV Ratings In Urban And Rural Households

8 July 2012

MANILA, Philippines - ABS-CBN Corporation dominated TV viewing in the country in June and pulled away from its rival GMA nationwide following Kantar Media's new, expanded data that now covers rural areas across Luzon, the Visayas, and Mindanao.

Kantar Media, one of the country's leading television (TV) audience measurement providers with capabilities in gathering TV viewing data in both digital and analog platforms, now has total of 6.315 million homes in rural areas across the Philippines (North Luzon, Central Luzon, South Luzon, Visayas and Mindanao) added to its existing 8.820 million homes in urban areas, bringing the total TV universe to 15.135 million homes nationwide. Kantar Media's audience panel now covers and represents 100 percent of the total Philippine TV viewing population.

Data from Kantar Media's combined urban and rural TV audience measurement survey showed that ABS-CBN's average national audience share hit 42 percent on total day or a 10-point lead versus GMA with 32 percent. ABS-CBN strengthened its performance especially in the last week of June where it obtained an average audience share of 43 percent from June 24-30 against GMA's 31 percent.

ABS-CBN also showed a remarkable improvement on daytime (6 a.m. to 6 p.m.) as its afternoon series ''Kung Ako'y Iiwan Mo'' was the top daytime weekday program from June 24-30 with an average audience share of 47 percent beating ''Eat Bulaga'' which had an average audience share of only 40 percent for the same period.

The Kapamilya Network also made Philippine TV history as its phenomenal drama ''Walang Hanggan'' topped all primetime weekday programs with a whopping 45 percent rating last Friday (June 29).

ABS-CBN further bolstered its leadership for the whole month of June in primetime (6 p.m. to 12 mn.) when most Filipinos spend time watching TV and advertisers put their investments to reach more consumers efficiently, as it hit a whopping 51 percent audience share or half of the Philippine TV households tuning in to ABS-CBN and almost twice more than GMA's audience share of 27 percent.

The network continued its winning streak across other territories in primetime. In Metro Manila, ABS-CBN beat its rival with an average audience share of 37 percent vs GMA's 32 percent. ABS-CBN also challenged GMA in Mega Manila with an audience share of 36 percent, slightly higher than Kapuso's 34 percent.