By Lorenz S. Marasigan
RIVAL broadcasters GMA Network Inc. and ABS-CBN Corp. claimed on Thursday that they cornered the dominant-audience share last month, with the Lopez-led company leading the nationwide ratings war and the Gozon-led firm asserting dominance in viewer-rich Urban Luzon and Mega Manila.
In a statement, the television network led by the Gozon, Jimenez and Duavit families said it remained the undisputed No. 1 television network in viewer-rich Urban Luzon and Mega Manila, and reigned supreme across all dayparts, including prime time.
Urban Luzon continued to be a strong area for GMA as it registered a 40.1-percent share, surpassing ABS-CBN’s 33 percent by 7.1 points. The Gozon-led network also secured its dominant position in its bailiwick Mega Manila with 41.7 percent, up 11.5 points from ABS-CBN’s 30.2 percent.
Urban Luzon accounts for 77 percent of all urban TV households in the country, while Mega Manila represents 60 percent.
GMA also bested other networks across all dayparts in Urban Luzon and Mega Manila, posting a 33-percent household share in the morning block in the National Urban Television Audience Measurement (Nutam), ahead of ABS-CBN’s 32.5 percent.
GMA kept its lead in the afternoon block with 38.9 percent, ahead of ABS-CBN’s 35.7 percent.
The Lopez-led company claimed to have ended last month on a higher note, after the network ruled nationwide ratings in February with an average national audience share of 45 percent versus GMA’s 35 percent.
Citing a Kantar Media survey, the largest media conglomerate in the Philippines said it kept a stronghold of the prime-time block last month, as it scored an average national audience share of 51 percent compared to its rival’s 32 percent.
The prime-time 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 also fared better than its competition in other territories, such as Balance Luzon—areas in Luzon outside Mega Manila—where it scored a national average audience share of 46 percent versus GMA’s 36 percent; in the Visayas with 55 percent over GMA’s 26 percent; and in Mindanao with 57 percent versus GMA’s 26 percent.
Nielsen has a nationwide urban sample size of 2,000 homes; while Mega Manila increased its sample size to 1,200 homes effective this year.
Kantar Media uses a nationwide panel size of 2,609 urban and rural homes that represent 100 percent of the total Philippine TV-viewing population.