COMPETITORS GMA Network Inc. and ABS-CBN Corp. claimed on separate statements that they led the ratings war last month, citing data from two different sources.
The Gozon-led network claimed to have dominated the National Urban Television Audience Measurement (Nutam) with a 41.1-percent average household audience share in October, ahead of ABS-CBN’s 37.2 percent by just a few percentage points, based on data from Nielsen TV Audience Measurement.
It also claimed to have led Nutam’s morning block with 39.9-percent audience share versus its rival’s 32 percent, and the afternoon block with 41.7 percent versus the competitor’s 37.4 percent.
GMA also took the lead in the evening block with 41.3-percent audience share against the 39.3-percent average that its competitor netted.
It also furthered its leadership position in Urban Luzon and Mega Manila, which account for 72 percent and 59 percent of all urban households in the country.
In Urban Luzon GMA won across all day parts and registered an average household share of 46.9 percent, while ABS-CBN posted only 30.9 percent; in Mega Manila, it posted an audience share of 49.1 percent, while its rival booked 28.1 percent.
Lopez-led entertainment and multimedia conglomerate ABS-CBN, on the other hand, claimed to have posted a higher national-average audience share in October.
Citing data from Kantar Media, ABS-CBN said it recorded a solid 44-percent audience share nationwide, a 13-point lead over GMA’s 31 percent.
ABS-CBN also claimed it fared better against GMA in the prime-time block, after it registered a 48-percent audience share, significantly higher than its rival’s 31 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.
Aside from prime time, ABS-CBN won in other time blocks nationwide that include the morning block with 36 percent, versus GMA’s 28 percent; noontime block with 43 percent, versus GMA’s 32 percent; and afternoon block with 44 percent, versus GMA’s 33 percent.
The Lopez-led broadcaster also attracted more viewers than GMA in other areas. It won the ratings game in Total Luzon with an average total-day audience share of 39 percent, versus GMA’s 34 percent; in Total Visayas with 53 percent versus GMA’s 24 percent; and in Total Mindanao with 53 percent, versus GMA’s 25 percent.
ABS-CBN also claimed leadership in Metro Manila, where it scored an average audience share of 42 percent against GMA’s 25 percent, and in Mega Manila with 36 percent against the competitor’s 33 percent.
The Lopez-led network sources its data from Kantar Media, which uses a nationwide panel size of 2,610 urban and rural homes that represent 100 percent of the total Philippine TV viewing population.
GMA bases its claims to leadership from Nielsen data, which has a nationwide sample size of 3,500 urban and rural homes.