Studies confirm ABS-CBN’s nationwide leadership
From Manila Bulletin dated 22/04/2007.
The March 4 to 31, 2007 nationwide TV ratings data from AGB-NMR National Urban TV Audience Measurement (NUTAM) declared that ABS-CBN is the leading TV station nationwide. Registering an overall share of 47% vs. competition’s 35%, ABS-CBN is very comfortably ahead of GMA-7 by 12 rating points.
The NUTAM confirmed that seventeen (17) programs in the top twenty (20) ranking of programs being watched in the country are from ABS-CBN, demonstrating the network’s superiority in various program categories. The evening primetime is dominated by “Sana Maulit Muli” (36.1%), “Maging Sino Ka Man” (33.87%) and “Flordeluna.” (29.7), while the early evening newscast is led by “TV Patrol World” (31.7%). The leader in the true story/drama anthology genre is “Maalaala Mo Kaya” (25.3%), while the evening reality class is ruled by “Pinoy Big Brother Season 2″ (24 %) and the late night news is controlled by “Bandila” (8.1%).
Other category leaders are: “Komiks” (29.9%), fantasy series; “John En Shirley” (26.9%) and “Goin’ Bulilit”(25.6%), Comedy; “Sharon” (23.1%), talk show; “XXX Exklusibong,” “Explosibong Expose” (28.8%) and “Rated K Handa Na Ba Kayo?” (28.2%), current affairs. For weekday daytime, “Wowowee” (27.3%) leads the noontime/game/variety; “Home Boy” (14%), talk. The weekend daytime has Love Spell (18.2%) leading in the fantasy series, “ASAP 07″ (20.3%) in musical variety and “The Buzz” (17.4%) in show business talk.
On the other hand, the Neilsen Media Research Nationwide Media Landscape Study in November 2006, confirmed ABS-CBN’s national leadership with 91% nationwide regularly watching ABS-CBN. In terms of preference, the study corroborates that the station is the favorite station nationwide at 62%. As a primary source of information ABS-CBN is the most sought after nationally (77%), and its News and Current Affairs group as the most trusted (66%) as well.
The Nielsen TV Diary (March 2007) and PSRC’s Day After Recall (4th quarter, 2006) also supported ABS-CBN’s national leadership claim as the studies disclosed that ABS-CBN leads the way in channel shares across all 13 non-metered regional TV areas nationwide. The various nationwide studies showed that ABS-CBN has indeed corned audience viewership in the country.
“The marked leadership has prompted ABS-CBN to increase advertising rates by 15%,” ABS-CBN CFO Mike Navarette said. ‘The 5 to 7% figure quoted in an earlier interview of me actually referred to an estimate of the 2007 impact of the price adjustment to the company’s total revenues, inclusive of non-airtime revenues,” Navarette explained, and quickly extended apology on behalf of the network for the mistaken information published in media.
