The ratings war between the country’s top television networks—ABS-CBN Corp. and GMA Network Inc.—has become tighter, and confusing, as the year nears its end.
Citing data from research company Kantar Media, ABS-CBN said it had an average audience share of 46 percent in last November’s national TV ratings as against GMA’s 34 percent.
Kantar data showed ABS-CBN had an audience share of 51 percent during primetime, where most Filipinos watch TV, compared to GMA's 32 percent, the network said. ABS-CBN also took the lead in the morning (6 a.m to 12 p.m.), noontime (12 p.m. to 3 p.m.) and afternoon (3 p.m. to 6 p.m.).
Nine of the ten most watched programs in the country were produced by ABS-CBN, led by the long running police drama “FPJ’s Ang Probinsyano,” topbilled by Coco Martin recorded a national TV rating of 41.1 percent.
Variety show “It’s Showtime” is still the most watched noontime show in the country with a national TV rating of 38.6% on weekdays and 30.2% on Saturdays, against its rival “Eat Bulaga” which only got 20% on weekdays and 13.2% on Saturdays, ABS-CBN said.
Other programs that made it to the list include “La Luna Sangre,” “The Good Son,” “Tonight with Boy Abunda,” “Bandila,” “TV Patrol,” “Little Big Shots,” “Wansapanataym,” “Maalaala Mo Kaya,” “Rated K,” “I Can See Your Voice,” “Gandang Gabi Vice,” “Ikaw Lang ang Iibigin”, “ASAP,” “Pusong Ligaw,” “The Promise of Forever,” “Hanggang Saan,” “Ipaglaban Mo,” “Banana Sundae,” “Wildflower,” “Home Sweetie Home,” and “Goin’ Bulilit.”
ABS-CBN said it led ratings in other parts of the country.
For “total Luzon,” ABS-CBN said it got an audience share of 44 percent for November while GMA got 35 percent. For total Visayas, ABS-CBN cornered 54 percent versus GMA’s 27 percent, and for total Mindanao, it secured 49 percent against GMA’s 34 percent.
On the other hand, relying on data submitted by Nielsen Philippines, GMA said it had an average total day people audience of 43.2 percent, which is above ABS-CBN’s 38.2 percent.
GMA said it led in all time blocks in urban Luzon and mega Manila, which accounted for over half of all viewers in the country.
GMA said it had cornered 48.8 percent of the market in urban Luzon, versus 32.6 percent of ABS-CBN, and 51.1 percent in mega Manila, against its ABS-CBN’s 28.5 percent.
More Kapuso shows also made it to the list of top programs in NUTAM with the award-winning weekly family sitcom “Pepito Manaloto” still reigning as the most watched Kapuso program nationwide in November.
Included in the list as well were “Kapuso Mo, Jessica Soho,” “Daig Kayo ng Lola Ko,” “Magpakailanman,” “24 Oras”, “Super Ma’am,” “All-Star Videoke,” “Road Trip,” “24 Oras Weekend” and “Alyas Robin Hood” which concluded last November 24.
Newly launched primetime series “Kambal, Karibal” immediately made its way to the list of most watched Kapuso programs in NUTAM along with consistent ratings drivers “Ika-6 na Utos”, “Tadhana,” “Wowowin”, “My Korean Jagiya”, “Bubble Gang”, “Saksi”, “Imbestigador,” “Eat Bulaga,” “Sunday PinaSaya,” “Dear Uge,” “Celebrity Bluff,” “Haplos” and “Impostora”.
GMA Network again dominated the list of top programs in Urban Luzon with 8 of the top 10; while sweeping Mega Manila’s top 10 list.
GMA Network’s flagship AM radio station DZBB 594 is still the most listened to AM radio station in Mega Manila based on the most recent data from Nielsen Radio Audience Measurement.
November ratings data show DZBB posting a total week average audience share of 33.3 percent in November, winning over DZMM’s 28.8 percent and DZRH’s 11.2 percent.
From Monday to Friday, DZBB’s ratings dominance was driven by its topnotch delivery of news and fearless commentaries through “Saksi sa Dobol B” hosted by Mike Enriquez; Sino?” with Mike, Arnold Clavio, and Ali Sotto; “Super Balita sa Umaga Nationwide” with Mike and Joel Reyes Zobel; and “Dobol B Balitang-Balita” hosted by Melo del Prado.
Meanwhile, DZBB also kept listeners tuned to its weekend line-up through its public service program “MMDA sa GMA” hosted by Orly Trinidad in partnership with MMDA; “Super Balita sa Umaga Saturday and Sunday Edition” with Sam Nielsen and Cecil Villarosa; “Super Radyo Nationwide” with Francis Flores, and Buena Manong Balita” presented by Rowena Salvacion.
GMA Network’s Vice President for Radio Operations Glenn Allona expressed his utmost gratitude for the listeners’ continuous support. “Ang pagiging number one ng DZBB ay patunay na mas marami pang mga Pilipino ang tumatangkilik sa balitang walang kinikilingan at walang pinoprotektahan. As our way of appreciation here at DZBB, mas lalo pa namin pagsisikapang makapaghatid ng Serbisyong Totoo sa ating mga Kapuso,” he added.
Recognized as one of the most awarded radio stations in the country, DZBB recently won as the Radio Station of the Year in the 7th People Management Association of the Philippines (PMAP) Makatao Awards for Media Excellence.
Both companies have claimed conflicting superiority in viewership ratings in urban Luzon, Mega Manila, total Luzon, Visayas and Mindanao. The “one-upmanship” contest is mind-boggling because the two networks have cited research data collected and evaluated by reputable research firms to justify their respective claims.
Based on the limited information released by the survey companies on how they gathered information and arrived at their findings, it is difficult to say which TV network is telling the truth or is misinterpreting the figures.
The methodology used in determining TV viewing preference is different from that employed by research companies that monitor public reaction to government-related issues, e.g., trust rating of top government officials and contentious government actions.
The two TV companies’ fight for viewership superiority is understandable. It is crucial to their bottom line (and their stockholders) as the ratings play a significant role in determining the rates they can impose on advertisements, especially during the evening prime time.
For their operations and creative staff, the spike or decline in ratings could spell the difference between continued employment or promotion and loss of jobs.
The competition for advertising revenue has become more critical lately for ABS-CBN and GMA in the wake of the proliferation of national and local cable TV companies that offer a variety of programs to different audiences at reasonable prices.
Although cable TV was originally promoted in the country as advertisement-free, with the cable rental fees supposedly making up for the loss in advertising revenue, the cable companies have been allowed by the government to accept advertisements on top of rental fees.
To the chagrin of the two networks, cable TV companies can air the former’s programs without paying royalty fees since these are considered “free programs” that are available to everybody, as ruled by the National Telecommunications Commission.
As if the financial threat from cable TV is not enough, ABS-CBN and GMA have to contend also with internet websites and other social media facilities that can provide similar (if not more interesting) levels of information and entertainment.
Despite the poor state of broadband facilities in the country, more people, the millennials in particular, have taken to computers, laptops and smartphones to satisfy their information or recreation needs.
On account of this development, many commercial advertisers have—like ants attracted to sugar—moved some of their placements and other promotional activities from TV to internet-based portals that are attractive to millennials or people who have extra income to buy their products or services.
With the challenges from cable TV and the internet expected to further grow in the coming years, the two networks have their work cut out for them if they want to remain financially viable.
They have to substantially increase their viewership to take advantage of whatever advertisement revenues can still be squeezed from the commercial sources that have not yet been poached by the competition.
So what can we make out of the ongoing ratings war between ABS-CBN and GMA? It’s simply a promotional stunt aimed at drawing attention to their programs.
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