A day after AGB Nielsen released the television ratings data for the month of May, which put GMA Network in the lead, Kantar Media came out with different nationwide viewership figures that relegated the station as second best.
According to the data, ABS-CBN dominated the numbers game with 45 percent audience share versus GMA’s 32 percent.
The Kapamilya network won in both rural and urban homes, particularly in Metro Manila where it garnered an average audience share of 41 percent, compared to GMA’s 26 percent, and in Mega Manila where it registered 36 percent, beating GMA’s 34 percent. ABS-CBN also ruled in Total Luzon with 41 percent versus GMA’s 35 percent, in the Total Visayas with 54 percent, compared to GMA’s 25 percent, and in Total Mindanao with 52 percent, while GMA only got 30 percent.
FPJ’s Ang Probinsyano (40.7 percent) kept its throne as the country’s most-watched program in May, followed by LizQuen-starrer Bagani (32.4 percent).
Also part of the top ten list are Your Face Sounds Familiar Kids (32.1 percent), MMK (28.7 percent), TV Patrol (28.1 percent), Wansapanataym (24.4 percent), Home Sweetie Home (21.8 percent), and Rated K (20.3 percent).
Kantar’s data further showed that ABS-CBN also won across all time blocks, particularly in primetime where it scored an average audience share of 49 percent, beating GMA’s 32 percent. The primetime block is the most important time of the day when most Filipinos watch TV and advertisers put a larger chunk of their investments in to reach more consumers effectively.
The Kapamilya network also ruled the morning block (6:00 a.m. to 12:00 nn) with an average audience share of 36 percent versus GMA’s 31 percent; the noontime block (12:00 nn to 3:00 p.m.) with 47 percent, compared to GMA’s 32 percent; and the afternoon block (3:00 p.m. to 6:00 p.m.) with 45 percent, beating GMA’s 37 percent.
Based on statement from ABS-CBN, Kantar Media uses a nationwide panel size of 2,610 urban and rural homes that represent “100 percent” of the total Philippine TV viewing population according to its website.
Meanwhile, Nielsen data is gathered through a greater number of sampled homes nationwide with approximately 900 more homes surveyed in Total Urban and Rural Philippines compared to Kantar that makes the first statistically “more representative of the total TV population.”