ABS-CBN tops Nielsen survey among three market segments

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ABS-CBN rules over other channels, according to a survey and research conducted by the Nielsen Media Research on the viewing habits of three market segments—the affluent households, teenage viewers, and families of OFWs.


ABS-CBN emerged as the preferred channel among affluent Filipinos, teen-age audiences, and families of overseas Filipino workers.

This latest finding was according to the Nielsen Media Research, which conducted a survey aimed to give a clearer picture of the viewing habits of the three market segments cited.

The research and survey was administered through personal interviews around urban areas.

Nielsen described the word "affluent" as those viewers who are living in posh "gated villages" with income higher than P50,000 a month. The teens are those who belong to the 13 to 19 age bracket, regardless of economic status, while OFW beneficiaries are those with a family member working overseas.

In data presented by the said research and survey group, ABS-CBN registered a 79.4 percent grade to emerge as the top local channel most often watched by viewers who belong to the A, B and C1 market segment. The Kapamilya network was followed by GMA-7 with 64.1 percent, while ABS-CBN's sister station, Studio 23, came next with 25.3 percent. GMA-7's sister network, QTV 11, and ABC 5 complete the roster with 12.2 percent and 11.0 percent, respectively.

The teens TV viewership category was also ruled by ABS-CBN with its 62.11 percent clip compared to GMA-7's 38.6 percent.

The Lopez-owned network also collected the most viewership in the OFW families segment, registering a strong 64.0 percent as compared to GMA-7's 49.9 percent showing. Studio 23, occupied the third spot with 3.2 percent, followed by QTV 11's 2.6 percent and ABC 5's 2.2 percent.



PRINT AND RADIO. Going beyond television, Philippine Daily Inquirer garnered a 28.23 percent grade to become the most favored broadsheet among readers. The Manila Bulletin trailed behind with 18.87 percent, followed closely by the Philippine Star, which registered an 18.83 percent grade.

FHM tops the list as the most widely read monthly magazine across sectors. The popular men's magazine came away with the top plum based on the strength of its 15.70 percent performance. The number two spot belongs to Cosmopolitan with 10.23 percent while coming in at third is the entertainment magazine YES! with 6.83 percent. All three titles are from Summit Media.

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Even radio stations were not spared from the survey. Just like in TV, the teens and the affluent sectors figured prominently as both favored FM over AM.

Magic 89.9 TM occupies the top spot followed by Monster Radio RX 93.1 and Love Radio 90.7

In the AM survey, dzMM emerged as the favored among the lot followed by dzBB and dzRH. ABS-CBN owns dzMM while dzBB is the AM station of GMA Network.


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