ABS-CBN Lords Viewer-Rich Primetime TV in May 2012

ABS-CBN continued its nationwide leadership by having the most number of Philippine TV households watching its shows on primetime (6PM to 12 MN) last May with an average audience share of 42% versus GMA’s 29%, based on data from the global industry-trusted audience research group Kantar Media.

Kantar Media, which has national panel size of 1,370 homes and 7,535 individuals that are statistically representative of total Philippine TV population, reported that ABS-CBN slightly increased its lead in Metro Manila to 36% last month from 35% in April, while GMA maintained its share at 32% during primetime when most Filipinos spend time watching TV and advertisers put their investments to reach more consumers efficiently.

ABS-CBN ruled primetime in other key territories like Balance Luzon (areas in Luzon outside Mega Manila) with 46% audience share vs GMA’s 30%; in the Visayas where it registered a two-point increase to 58% or a 40-point lead over GMA’s 18%; and in Mindanao with 59% or almost four times bigger than GMA’s 15% share.

This primetime dominance is mainly driven by ABS-CBN’s top-caliber drama series with “Walang Hanggan” at number one with an average national TV rating of 36.5%. It was also the most-viewed program in Mega Manila with 30% vs “Legacy” with 20.8% and in Metro Manila with 31.8% vs 19.9%.

Royal teleserye especially shot in Bhutan, “Princess and I,” was the second most-viewed program nationwide with a national TV rating of 31.7%. The Kathryn Bernardo-starrer also outperformed its rival in Metro Manila with 26.2% vs. GMA’s new series “Luna Blanca” with 21.4%.

The country’s longest running primetime newscast, “TV Patrol,” remains to be the number one newscast in the country with an average national TV rating of 26% vs “24 Oras” with 18.8%.

Overall, seven out of the top ten programs for May are produced by ABS-CBN that includes “Maalala Mo Kaya” (25.9%), “Wansapanataym” (22.7%), “Dahil sa Pag-ibig” (22.5%), and “Rated K” (21.6%).

Top 10 programs nationwide in May 2012

Based on Kantar Media’s data, ABS-CBN garnered an average audience share of 34.1% in total day with rival GMA Network placing second with 33.6% share.

Kantar Media, a multinational market research group that specializes in audience measurement in more than 80 countries, has 22 TV networks, ad agencies, and pan-regional networks subscribing to its ratings services. Among its current subscribers are ABS-CBN, NBN, Sky Cable, J. Romero and Associates, Adformatix, Starcom, OMD, PhD, Mediacom, Mindshare, MEC, Maxus, Universal McCann, and Wellmade Manufacturing Corporation. They also include pan-regional networks likes CSM Media Inc., Fox International Channels, Star HK, Discovery, AXN, HBO, MTV, and Sony Pictures Television International.

ABS-CBN shifted to Kantar Media/TNS after filing a case vs. AGB Nielsen Media Research for failing to comply with its request to investigate alleged cheating and data tampering in TV ratings. The case is still pending in court contrary to claims by GMA, which is not a party to the case, that it has been resolved.

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