Television giant GMA Network Inc. continued to dominate nationwide ratings in the first three months of the year as it sought to unseat rival ABS-CBN as the country’s top television station.
This also came amid stiffer competition in the industry due to the entry of TV5, backed by the well-funded group of businessman Manuel V. Pangilinan.
“GMA Network tightened its grip on the number one spot on national free-to-air television amid competition brought by stations ABS-CBN and TV5, which ranked second and third, respectively,” the company said in a statement issued on Saturday.
The latest survey by AGB Nielsen Philippines, which advertisers watch to know where their placements can reach a bigger audience, showed that GMA posted an average audience share of 33.7 percent in the first quarter of 2011. This was higher than ABS-CBN’s 31.8 percent and TV5’s 15.2 percent.
For total urban Luzon, GMA garnered 37.2 percent against 26.8 percent for ABS and 17.1 percent for TV5. In Mega Manila, GMA posted a 13.1 percentage-point lead over ABS-CBN with 38.3 percent and 25.2 percent, respectively. TV5 was a far third with 17.9-percent audience share.
For the month of March alone, GMA lodged a 34-percent average audience share, 2.2 percent up from ABS-CBN’s 31.8 percent; 18.2 percent higher than TV5’s 15.8 percent in the viewer-rich Urban Luzon area.
“There were 21 GMA-produced programs that made it to the top 30 programs in Urban Luzon,” the company said.
The Nielsen TV Audience Measurement cited by GMA is used by 21 companies, including two other local TV networks, namely TV5 and Solar Entertainment.
On the other hand, ABS-CBN is the only local network reportedly subscribing to Kantar Media, formerly known as TNS, which consistently comes out with data showing ABS-CBN leading in nationwide ratings.
ABS-CBN earlier accused AGB Nielsen of padding survey results to show GMA Network in the lead. Nationwide, Nielsen has a total sample size of 2,005 homes compared with the lower sample size of 1,370 used by Kantar Media.
Paolo G. Montecillo
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