RIVALS ABS-CBN Corp. and GMA Network Inc. both claimed to be ahead in television ratings last January, as each asserted their dominance in the coverage of important events like the visit of Pope Francis.
The TV networks use different companies to track their performance. ABS-CBN, which uses Kantar Media, said it was still the “most watched” TV network with an average national audience share of 42 percent, against GMA’s 36 percent.
Citing data from Nielsen TV Audience Measurement, GMA claimed it cornered 34.9 percent of the so-called national urban television audience measurement, which was higher than ABS-CBN’s 32.8 percent.
Ranked third was TV5, with 11.2 percent, GMA said.
According to ABS-CBN, it continues its lead in key territories such as Balance Luzon (all areas in Luzon outside Mega Manila) where it got an average total day audience share of 45 percent. In the Visayas, it received 56 percent, while in Mindanao, it got 48 percent.
ABS-CBN’s Kantar data showed that GMA cornered 36 percent, 26 percent, and 31 percent, in the respective areas.
ABS-CBN said it continued to hold sway in the primetime (6 p.m. to midnight) block, with an average audience share of 47 percent—higher than GMA’s 33 percent.
The primetime block is the most important part of a broadcaster’s day when most Filipinos watch TV and advertisers put a larger chunk of their investment in to reach more consumers effectively.
GMA said it led in the morning block, where it scored 34.2 percent, ahead of ABS-CBN’s 29.9 percent. GMA also led competition in the afternoon block with a share of 36.9 percent—up 7.9 points—from ABS-CBN’s 29 percent.
GMA increased its primetime audience share over the prior month by 1.6 points to 33.8 percent in January, while ABS-CBN’s primetime audience share dropped 2.6 points, based on Nielsen’s data. GMA added that it remained the leading player in Urban Luzon and Mega Manila, which respectively accounted for 77 and 59 percent of all urban TV households in the country.
A key ratings battleground was Pope Francis’ five-day visit from Jan. 15 to 19, with both TV firms highlighting strong ratings for their respective coverage of the event.
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