More Filipinos turned to ABS-CBN for news and information and values-laden stories as the TV network hit an average audience share of 45 percent versus GMA’s 32 percent last month, according to data from Kantar Media.
The Kapamilya network won in both rural and urban homes, particularly in Metro Manila with an average audience share of 43percent, compared to GMA’s 29 percent. ABS-CBN likewise led in Total Luzon with 41 percent versus GMA’s 36 percent; in Total Visayas with 54 percent, compared to GMA’s 24 percent; and in Total Mindanao with 53 percent, while GMA only got 26 percent.
Multinational audience measurement provider 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.
FPJ’s Ang Probinsyano (42.6 percent) held the top spot for the whole month of June, followed by Your Face Sounds Familiar Kids (33.6 percent).
Also part of the top 10 are Bagani (32.7 percent), TV Patrol (29.9 percent), MMK (27.9 percent), Home Sweetie Home (25.6 percent), Wansapanataym (24.9 percent), It’s Showtime (Saturday) (22.6 percent), and Rated K (21.2 percent).
Meanwhile, ABS-CBN also led across all time blocks, particularly the primetime block as it garnered an average audience share of 48 percent, or 15-point lead against GMA’s 33 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 39 percent versus GMA’s 29 percent; the noontime block (12:00 nn to 3:00 p.m.) with 47 percent, compared to GMA’s 31 percent; and the afternoon block (3:00 p.m. to 6:00 p.m.) with 44 percent, beating GMA’s 36 percent.
Naturally, the Kapuso network challenges these data with their own from the ratings provider they use (NUTAM) and insistently claims it has overtaken the Kapamilya network as the country’s no. 1 broadcast network.
Well, both networks subscribe to different research agencies and both have their own teams that extrapolate the figures they see in the two data providers. Statisticians of both networks naturally know what data to highlight in their respective claim as leader in the broadcast industry.
Now, it depends on whether you follow which network, and you will tend to buy the data they release for the mass media.
Booster of US and RP brands
Numbers don’t lie. Data, in fact, tell startling truths about a population niche in the United States whose profile may be low, but whose income leads most populations: Filipinos.
A median household income of $81,929 puts Filipinos near the top among all American consumers (only South Asians, Jewish Americans, and Taiwanese Americans are ahead, the US Census Bureau reports), while the current median household income for the US is $53,657. A median family income of $65,910 still makes America one of the world’s leaders in this category. But this number pales in comparison to the median family income of Filipinos in New York: a jaw-dropping $92,486. In the city with the most billionaires in the world, this figure ranks New York-based Filipinos as first or second among all population groups in the US.
Filipinos’ purchasing power is not lost on marketers at major American brands. Their stake in the Filipino consumer segment can clearly be seen at Fiesta In America Expo and Consumer Show. The event will celebrate its 20th Anniversary on Aug. 11 and 12 as the biggest expo and cultural show of its kind on the east coast. Its home for the past 18 years, New Jersey’s Meadowlands Exposition Center in the city of Secaucus, is one of the most prestigious convention sites in the American northeast region.
Fiesta In America’s blend of consumer show and concert attracts a two-day audience of more than 5,000 Filipinos and multicultural consumers from New York, New Jersey and five peripheral states.
According to Daphne Kwok, vice president, Multicultural Leadership, at the 37 million-member American Association of Retired Persons (AARP), “Our partnership with Fiesta in America has been very exciting and we look forward to creating more innovative ways on how we can share AARP’s resources with [this] population.”
For Meriterese Racanelli, MS, Food Scientist, Nutritionist and Chef at Goya Foods, America’s largest Hispanic food company, “It was a joy to work with Fiesta In America. The talent and entertainment are outstanding!”
Nemesio Kinsora, an executive at Horizon Blue Cross Blue Shield of New Jersey, the state’s foremost health management organization (HMO), cited the event’s niche-marketing value. “Fiesta In America gave us the chance to connect with the Filipino community on a large scale.”
In the Philippines, a diverse spectrum of Filipino industries is drawn to the buying power of Filipinos in the east coast of the US who attend Fiesta In America, and whose median household income far exceeds that of their kababayan in California. These business participants include some of the most respected names in Philippine real estate; small to medium-size manufacturers of handicraft, packaged food, shoes and apparel, holiday and home décor, and a myriad other products; Philippine Airlines; as well as the Department of Tourism and the Tourism Promotions Board.
“Our two-day event is uniquely located at the junction of Filipino culture and U.S. diversity marketing,” said Nanding Mendez, founder and CEO of not-for-profit Fiesta In America.
“For our historic 20thyear, the concert headliners are Gary Lewis and the Playboys, Ogie Alcasid, and love team of Janella Salvador and Elmo Magalona.
For more information, log on to www.fiestainamerica.com