GMA, ABS-CBN Dispute 2012 Ratings

Broadcast giants GMA Network, Inc. (GMA) and ABS-CBN Corporation both claimed to have ended 2012 at the top of the ratings game.

GMA said it ended 2012 on a positive note, leading other local free-to-air channels in full year nationwide TV ratings for the second consecutive year.

On the other hand, ABS-CBN said it dominated nationwide TV viewing across urban and rural homes from June to December with an average national audience share of 42 percent versus GMA's 31 percent.

Based on data from Nielsen TV Audience Measurement, GMA said it overtook its closest rival ABS-CBN in National Urban TV Audience Measurement (NUTAM) in January, 2011, and has since sustained nationwide ratings leadership.

For the period January to December 2012 (December 16 to 31 based on overnight data), GMA scored an average total day household audience share of 34.4 percent, outscoring ABS-CBN's 31.5 percent by 2.9 points, and TV5's 15.1 percent by 19.3 points.

GMA's lead in overall nationwide ratings was driven mainly by its strong ratings performance in the afternoon block, where it led competition by significant margins. In addition, GMA was also ahead of the other networks in the morning block.

The network also led across all dayparts for the second straight year in the important areas of Urban Luzon and Mega Manila, which make up 77 and 59.5 percent of the total urban television households nationwide, respectively.

In Urban Luzon, GMA ruled over rival stations with a 38.2 percent average total day household audience share, ahead by 10.8 points over ABS-CBN's 27.4 percent and by 23.6 points over TV5's 14.6 percent average.

GMA also ended the year strongly in its bailiwick Mega Manila with an average total day household audience share of 39.2 percent, up 13.4 points over ABS-CBN's 25.8 percent and ahead by 24 points over TV5's 15.2 percent.

For its part, ABS-CBN said Kantar Media data showed that it had an average national audience share of 42 percent versus GMA's 31 percent across urban and rural homes from June to December.

From June to December 2012, ABS-CBN said it was unbeatable in primetime (6p.m.-12m.n.) with 48 percent of Philippine households watching its programs, a striking 20-point lead over GMA's 28 percent.

Primetime is the most important part of the day when most Filipinos watch TV and advertisers put a larger chunk of their investment in to reach more consumers efficiently.

ABS-CBN's morning block (6a.m.-12nn) also punctuated the seven-month period with an average audience share of 40 percent versus GMA's 31 percent.

Overall, ABS-CBN said it surged ahead of its competitors in rural homes from June to December in the said year when it garnered an audience share of 49 percent against GMA's 31 percent in total day viewing and 56 percent versus 26 percent in primetime.

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