(PART 1) AGREE? Marketing expert says Eat Bulaga! experiencing "declining base of viewers"

by Jocelyn Dimaculangan
Jan 19, 2016
Maine Mendoza (aka Yaya Dub) and Alden Richards were photographed together during the December 26, 2015 episode of Eat Bulaga.

A marketing expert has given his observations about the trend shown by Eat Bulaga for the past few months.

Best-selling author Josiah Go gave his analysis through his Philippine Daily Inquirer article titled "Is the AlDub phenomenon losing its appeal? The Eat Bulaga Plateau and How They Can Get Out of It"

He based his analysis on ratings data from Kantar Media Philippines.

He traced the performance of Eat Bulaga since it featured the "accidental" love team of AlDub, composed of Alden Richards and Maine Mendoza (aka Yaya Dub).

According to Go, GMA-7's noontime show was able to more than double the number of its household viewers in a span of three months.

He noted that in July 2015, Eat Bulaga had a base of 2.5 million households and during the Tamang Panahon concert on October 24, it spiked up to 6.2 million.

However, he pointed out Eat Bulaga "showed a rapidly declining base of viewers."

He based this observation on audited data from Kantar Media Philippines in November and December 2015.

Go said that viewership "deteriorated rapidly" since Eat Bulaga was watched by 4 million households on November 28 and 3.5 million on December 6.

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He stated: "This further dropped to 3.3 million on December 19 and finally to 2.65 million on December 26."

Note however that his observations exclude the ratings results of AGB Nielsen, which showed a slight decline on the viewers' percentage of Eat Bulaga!

REASONS. What could be the cause?
The business executive and educator who is also the first Filipino to be named as one of Ten Outstanding Young Persons of the World gave two possible reasons for the decline being experienced by Eat Bulaga Kalyeserye:

1) Maine was able to finally meet Alden in person during the Tamang Panahon concert

2) Maine lost her mysterious quality since viewers were able to hear her real voice and she underwent a transformation on the show.

What can Eat Bulaga do after getting a peak of 6.2 million households and dropping to 2.6 million households?
Go proposed several strategies for Eat Bulaga so that the noontime show will offer not just "saya at kilig, but also saya, kilig at laman."

Read: (PART 2) Eat Bulaga also experiencing decline in AGB Mega Manila

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Maine Mendoza (aka Yaya Dub) and Alden Richards were photographed together during the December 26, 2015 episode of Eat Bulaga.
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