Guess which program Filipinos are watching these days?
If you’re an anointed Kapamilya, you would immediately scream your lungs out sayin Juan de la Cruz. Indeed it is with a national TV rating of 35.7 percent in March. That is based on Kantar Media’s survey, which, of course rival networks would react to with raised eye brows as they don’t subscribe to this survey outfit.
Yet, the Kapamilya network is a devoted follower of the survey, that is why it gives them joy to know that De la Cruz is the program of choice of many Filipinos as extrapolated from Kantar’s survey numbers.
Ina Kapatid Anak with 34 percent is the second most popular show, while Maalaala Mo Kaya with 32.3 percent and Wansapanataym with 29.3 percent come second and third respectively.
More Filipino households across urban and rural homes continue to get their daily dose of news and entertainment from ABS-CBN Corporation, which, according to Kantar Media, topped all TV stations in March (excluding Holy Week) with an average audience share of 41 percent, or 10 points ahead of GMA’s 31 percent.
Kantar Media uses a nationwide panel of 2,609 urban and rural homes that represent 100 percent of the total Philippine TV viewing population, while the other ratings data supplier AGB Nielsen reportedly has only 1,980 homes based solely in urban areas that represent only 57 percent of the Philippine TV viewing population.
The Kantar survey also says ABS-CBN continued to rule in the hotly contested primetime (6 p.m.-12 m.n), considered the most important part of the day when most Filipinos watch TV and advertisers put a larger chunk of their investment to reach more consumers efficiently.
ABS-CBN’s primetime offerings remained undefeated with an average audience share of 47 percent, a staggering 17-point lead over GMA’s 30 percent.
Aside from leading in primetime, ABS-CBN also continued to beat other networks across all programming blocks. In the morning (6 a.m.-12 midnight), it recorded an average audience share of 36 percent vs. GMA’s 32 percent. ABS-CBN was also five points ahead of GMA in both early afternoon (12 n.n.-3 p.m.) and late afternoon (3-6 p.m.) with 38 percent and 35 percent against GMA’s 33 percent and 30 percent, respectively.
When it comes to news, the country’s longest-running Filipino newscast TV Patrol is still Filipinos’ top choice with a national TV rating of 26.4 percent, or 10 points higher than GMA’s 24 Oras that only managed 16.3 percent.
Overall, 11 out of the 15 most watched programs in March were produced by ABS-CBN including Pilipinas Got Talent (26.2 percent), Be Careful With My Heart (25.7 percent), Apoy sa Dagat (23.8 percent), Rated K (23.1 percent), Goin’ Bulilit (20.9 percent), and Kapamilya Deal or No Deal (19.7 percent).
Meanwhile, ABS-CBN sustained its leadership in key territories such as Balance Luzon (areas in Luzon outside of Mega Manila) where it surged ahead of GMA with an average audience share of 43 percent vs. GMA’s 34 percent. In the Visayas, ABS-CBN registered an audience share of 49 percent vs. 26 percent and in Mindanao with 54 percent vs. GMA’s 21 percent.