TNS Media Research Philippines launched its national television audience measurement data last Wednesday, February 11. According to their report, their panel is composed of 1,200 households covering urban Philippines which can be broken down into seven sectors.
For several years now, audience ratings provider AGB Nielsen Media Research has been the agency most recognized and relied upon by the local advertising industry for television ratings both in Mega Manila and in National Urban Philippines and continues to be so.
In Mega Manila, GMA Network has maintained its dominance in audience shares in both AGB and TNS Media ratings surveys. For the 4th quarter of 2008, AGB research data show GMA-7's household audience share at 43% and ABS-CBN audience share at 31%. TNS data showed GMA-7's share at 45% as compared to ABS' share of 34%. For the period of February 1 to 11, 2009, GMA-7 garnered a 40% audience share based on AGB and 43% based on TNS data. ABS, in the same period, got 31% based on AGB data and 34% based on TNS data. Comparing the readings of both periods, both AGB and TNS showed GMA Network ahead of ABS-CBN with substantial share margins.
Urban Luzon, which includes Mega Manila, accounts for 77% of the TV household population in National Urban Philippines based on AGB Nielsen's 2009 projections as anchored on data from the National Statistics Office. For the period of February 1-11, 2009, 9 out of the top 10 primetime programs in Mega Manila come from GMA; 7 out of the top 10 daytime shows and 3 out of the top 5 news and public affairs programs are from the Kapuso network.
In the TNS survey of Mega Manila households for the same period, 7 out of the top 10 primetime programs come from GMA; 6 out of the top 10 daytime and 3 out of the 5 news and public affairs programs are from GMA Network.
According to both surveys, the top program in all dayparts is from GMA-7 with 24 Oras as the most-watched primetime newscast. Among the top programs in primetime are Luna Mystika, Ang Babaeng Hinugot Sa Aking Tadyang, LaLola, Gagambino, Kapuso Mo Jessica Soho, 24 Oras and Bitoy's Funniest Videos. In the daytime block, GMA-7's top programs include Pinoy Records, Eat Bulaga, Saan Darating Ang Umaga, Family Feud, Daisy Siete and Wish Ko Lang. Included in the top news and public affairs programs are 24 Oras, Kapuso Mo Jessica Soho and Imbestigador.
In Urban Luzon, GMA-7 has overtaken ABS-CBN in ratings in September 2007 and had maintained its strong lead in Luzon since. Official 4th quarter 2008 ratings data from AGB Nielsen shows GMA-7's household audience share already at 42% in Luzon compared to its competitor's 35%.
Nationwide ratings of AGB Nielsen reveal that the competitor's lead over GMA in household ratings has dropped from 2.8 rating points in the 4th quarter of 2007 to only 1 point in the 4th quarter of 2008. In terms of people ratings, the 1.3 pts. lead of ABS-CBN in the 4th quarter of 2007 has also been reduced to only 0.4 pt. in the 4th quarter of 2008 with GMA closing the gap in both segments.
In the last quarter of 2008, GMA-7's Dyesebel was the most-watched program nationwide based on both household and people ratings. From the 2nd to the 4th quarters of 2008, this popular program consistently topped the quarterly people ratings charts.
GMA-7 remains strong in Mega Manila--AGB and TNS surveys
by posted on February 13, 2009