The country’s leading media and entertainment company captivated more viewers in September and registered a 46 percent average audience share nationwide in combined urban and rural homes versus rival GMA, which only got 34 percent, according to data from Kantar Media.
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, while the other ratings data supplier AGB Nielsen reportedly has 2,000 homes based in urban areas that represent only 57 percent of the Philippine TV viewing population.
ABS-CBN has consistently cited national TV ratings covering urban and rural homes in Luzon, the Visayas, and Mindanao.
Eight out of the top 10 most watched programs last month were produced by ABS-CBN led by FPJ’s Ang Probinsyano with an average national TV rating of 39.2 percent. The program is currently celebrating its first anniversary.
It was followed by newest weekend top-rated Pinoy Boyband Superstar (34.5 percent), which features good-looking and talented boys reaching for their dreams, and fantasy drama Wansapanataym (34.2 percent).
TV Patrol remains the most-watched newscast in the country with an average national TV rating of 33.1 percent beating 24 Oras with only 22.6 percent.
Magpahanggang Wakas instantly landed on the eigth spot and scored an average of 25.2 percent after it premiered on Sept. 19.
Other programs in the top ten include: MMK (31.5 percent), Goin Bulilit (27.2 percent), and Home Sweetie Home (26.8 percent).
Meanwhile, It’s Showtime is still the most watched program on noontime, hitting an average national TV rating of 18.1 percent vs. Eat Bulaga (13.0 percent)..
ABS-CBN’s primetime block continues to dominate urban and rural Filipino households, hitting a national audience share of 49 percent last month vs. GMA (33 percent). 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.
Aside from primetime, ABS-CBN also ruled other time blocks nationwide that include the morning block (6 a.m. to 12nn.) with 41 percent vs. GMA 36 percent; noontime block (12nn to 3 p.m.) with 45 percent vs GMA (34 percent; and afternoon block (3 p.m. to 6 p.m.) with 46 percent vs GMA (34 percent).
While ABS-CBN has sustained its TV ratings dominance, it has also kept its leadership in the digital platform through its pioneering video-on-demand service iWant TV. Rapidly transitioning into a digital company, ABS-CBN leads all media networks in bringing its content online to address the change in the Filipinos’ viewing habits.