ABS-CBN Broadcasting Corp. leads the nationwide
television viewership share against rival GMA Network Inc.,
according to AGB Nielsen Media Research (Philippines) nationwide
survey released Thursday.
The AGB Nielsen’s first
nationwide urban television audience measurement (NUTAM) shows that
ABS-CBN’s 43-percent viewership share put the company ahead of
rival GMA Networks Inc., which garnered 35.2-percent rating, during
the survey period October 8 to October 13.
NUTAM is an expansion of the
current AGBNMR panel installation in Metro Manila homes. Using the
on-line “peoplemeter,” it provides a total picture of television
viewership in the entire Philippines through 24-hour monitoring of
the panel homes.
A total of 1,500 panel homes will
represent a universe of 7.26 million national urban TV homes from
the following areas: North and Central Luzon with 300 homes; Metro
Manila, 400 homes; South Luzon, 300 homes; Visayas, 300, homes; and
Mindanao, 200 homes.
The survey also disclosed that
ABS-CBN led audience rating in North and Central Luzon with 40
percent; Visayas, 57.3 percent; Mindanao, 62.2 percent; Metro Cebu,
55.2 percent; Metro Davao, 57.7 percent; and Iloilo with 50.6
On the other hand, GMA led in
areas in Metro Manila, with 40.6 percent compared to ABS 35.2
percent and in Southern Luzon of 38.3 percent versus rival’s 35.2
Maya Reforma, AGBNMR
(Philippines) general manager, explained that the expansion provides
comprehensive and relevant high-quality data for business and nation
building and strengthens the Philippines’ development surge.
The AGB Nielsen said Luzon
registered the highest TV ownership at 92 percent and cable
ownership at 23 percent.
The survey also shows that the
Visayas has the largest chunk of class E at 29 percent and the most
number of homes with children at 64 percent, with Mindanao hugging
has the largest chunk of class D at 60 percent and the most number
In a related development, AC
Nielsen said that for the first half of the year, TV advertising
expenditures amounted to P22.6 billion; radio advertising, P4.93
billion; and print, P966 million.
The top TV advertisers are
Unilever Philippines with P5.01 billion; Procter & Gamble, P4.9
billion; Nestlé, P3.3 billion; United Laboratories, P2.2 billion;
Smart Communications Inc., P971 million; Fortune Tobacco, P855
million; Johnson & Johnson, P859 million; Wyeth, P827 million;
and Globe, P783 million.
In radio, the top advertisers are
Unilab, Unilver, Fortune, F&G, Tanduay, Philippine Charity
Sweepstakes, Nestlé, San Miguel, Colgate and Petron.
Jay G. Bautista, AC Nielsen
executive director, said the strong performance of the economy is
the one factor of the rising media spending. “They are confident
that consumers can buy a certain product,” he explained.
Jerico Barrera, AC Nielsen
associate director, however, noted that the gap in the advertising
level between television and radio is a function of cost per spot.
Barrera added that 60 percent of
the total advertising money invested by advertisers in radio
campaigns is in Metro Manila. “If we look at each area,
advertising expenditure in the Visayas are growing faster than the
other areas,” he pointed out.
The biggest number of ad spots of
about 79 percent, he noted, was placed in Metro Manila and the rest
in Cebu, 14 percent, and Davao, 7 percent.
--Darwin G. Amojelar