Top TV networks clash anew on ratings lead

The ratings war between GMA Network Inc. and ABSCBN Broadcasting Corp. continued to heat up with both companies claiming leadership for the month of March.

GMA said it remained the most watched television network in the key areas of urban Luzon and Mega Manila in the month of March, staying ahead in all dayparts with stronger leads in the morning and evening blocks.

Urban Luzon accounts for 77 percent while Mega Manila corners 59 percent of the total urban TV households nationwide.

GMA said it garnered a 37.6 percent total day audience share in urban Luzon, surpassing ABS-CBN’s 30.8 percent and TV5’s 8.7 percent.

It also reinforced its leadership in Mega Manila, where it registered 39.7 percent, up by 12.5 points from ABS-CBN’s 27.2 percent and 30.7 points from TV5’s 9 percent.

In NUTAM (National Urban TV Audience Measurement), GMA maintained its hold of the morning and afternoon blocks.

GMA won in the morning block with a 34.9 percent audience share, higher than ABSCBN’s 30.6 percent and TV5’s 9.7 percent by 25.2 points as well as in the afternoon block with 35.6 percent beating ABSCBN’s 31.4 percent and TV5’s 10.8 percent.

For data covering January to March, GMA came ahead of other networks in over-all NUTAM ratings with 34 percent versus ABS-CBN’s 33.9 percent and TV5’s 10.4 percent.

For its part, ABS-CBN said it remains undisputed in national TV viewership in March as it hit an average national audience share of 42 percent compared to GMA’s 35 percent.

ABS- CBN dominated the primetime block from 6pm to 12 midnight with an average audience share of 48 percent compared to the 32 percent of GMA.

The primetime block 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 effectively.