The return of ABS-CBN Corp.’s shows through a block time agreement with Zoe Broadcasting Network Inc. will boost advertising spending and television viewing levels in the country, Kantar Media Philippines said Wednesday.
Jay Bautista, managing director of Kantar in the Philippines, said the TV landscape, “will be back to a battle program content among the networks” with the return of ABS-CBN Channel 2 to free TV.
“[There will be] more choices for TV viewers,” he said.
Zoe Broadcasting announced its rebranding to A2Z Channel 11 after it signed a block time agreement with ABS-CBN to carry some Kapamilya shows.
“Potentially we will see improving TV viewing levels which declined when ABS-CBN was shut down in May and when TV Plus and Sky Direct were shut down in late June,” Bautista said. “The entry of A2Z will also help improve advertising investments which have declined and shifted to other platforms over the last few months.”
The stock of ABS-CBN surged 50 percent to P13.50 on Wednesday.