January 08, 2016 at 11:40 pm
Darwin G. Amojelar
The country’s two largest television networks on Friday claimed leadership in the nationwide TV ratings for 2015.
GMA Network, according to Nielsen TV Audience Measurement’s full year 2015 National Urban Television Audience Measurement from December 27 to 31, was ahead of other networks in total day ratings with 35.4 percent, leading ABS-CBN’s 34.9 percent and TV5’s 9.2 percent.
GMA, which airs Channel 7 on free TV, overtook its closest rival in NUTAM in September 2015, and has since sustained nationwide ratings leadership.
ABS-CBN Corp., meanwhile, said it ended 2015 on a high note after the network ruled nationwide ratings from January to December last year (excluding Holy Week) with an average national audience share of 43 percent against GMA 7’s 36 percent, data from Kantar Media show.
ABS-CBN also kept a stronghold of the primetime block whole year round as it scored an average national audience share of 50 percent compared to rival’s 31 percent.
This means half of the Filipino viewing population in combined urban and rural homes tuned in to the top-caliber programs offered by ABS-CBN on primetime.
Urban Luzon remains a strong area for GMA as it registered 39.7 percent, surpassing ABS-CBN’s 30.6 percent by 9.1 points and TV5’s 8.2 percent by 31.5 points.
GMA also further secured its dominant position in its bailiwick Mega Manila with 41.7 percent, up 14.7 points from ABS-CBN’s 27 percent and up 33.2 points from TV5’s 8.5 percent.
For December 2015, GMA posted a stronger total day lead with 38.9 percent in NUTAM, outscoring ABS-CBN’s 33.6 percent by 5.3 points, and TV5’s 7.8 percent by 31.1 points.
“The Nielsen sample of TV households is robust and representative of the TV viewing audience,” said Nielsen Philippines managing director Stuart Jamieson on the accuracy of its TAM or TV Audience Measurement service.
“Its household panel selection is anchored on an Establishment Survey whose sampling design captures the geographic complexities of the Philippines and ensures fair representation of Mega Manila, cities outside Mega Manila and other provincial areas. Rigid data quality controls put in place further provide assurance of a superior and reliable TV audience measurement service,” he adds.
Nielsen has a nationwide urban sample size of 2,000 homes and 1,200 homes effective this 2016 in Mega Manila.
ABS-CBN claimed it fared better than its competition in other territories such as Balance Luzon (areas in Luzon outside Mega Manila), where it scored a national average audience share of 45 percent against GMA’s 36 percent; 55 percent in Visayas against the rival’s 27 percent; and 54 percent in Mindanao with against GMA’s 28 percent.
Kantar Media uses a nationwide panel size 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.