ABS-CBN holds on to primetime ratings lead

By Zinnia B. Dela Peña, The Philippine Star

Posted at May 06 2012 11:42 AM | Updated as of May 07 2012 01:17 AM

MANILA, Philippines - Multi-media conglomerate ABS-CBN Corp. continued to lead in the primetime TV race across the country, according to the latest survey by multinational 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 enjoyed the highest audience share in total day among all TV networks with 35.1 percent of Philippine households watching its shows.

ABS-CBN logged an average audience share of 42.1 percent across the country excluding the Holy Week, higher by 12.7-points than its rival network GMA’s 29.4 percent.

Across other territories, ABS-CBN remains the preferred network of most Filipino homes on primetime as it again topped in Balance Luzon (areas in Luzon outside Mega Manila) with a 45.4 percent share as against GMA’s 30.4 percent.

ABS-CBN likewise ruled Visayas with 55.8 percent share versus GMA’s 18.7 percent and pulled away further in Mindanao with 59.4 percent as against GMA’s 15.5 percent.

ABS-CBN attributed its continued leadership in primetime ratings to the success of its top-caliber drama series.

Overall, 11 out of the top 15 programs for April are produced by ABS-CBN.

The survey also showed that ABS-CBN garnered an average audience share of 35.1 percent in total day, with rival GMA ranking second with a 33.7 percent share.

Kantar Media, which specializes in audience measurement in more than 80 countries, has 22 TV networks, ad agencies and pan-regional networks subscribing to its ratings services.