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Landing
atop the considerable pile of media releases on my table
recently was one from AGB Nielsen Media Research, the
joint venture of the AGB Group and Nielsen Media
Research International that measures TV viewing habits
in more than 28 countries. And it should please the
people in front of and behind GMA Network Inc.,
specifically its television arm, that the 2006 “Mega
Manila TV Viewing Habits” reveal that its programs
remain entrenched in the homes of the majority of the TV
public.
According to the study, “Sixteen of the Top 20 shows
were from GMA. The Top 1 to 16 shows were all from GMA,
while the rank of ABS-CBN shows ranged from 17 to 20.
Nine of the 10 top weekend programs in 2006 were GMA
shows.”
While
the AGB Nielsen Media Research release did not indicate
which of the GMA programs landed in the Top 16, I would
wager that this short list includes the early-evening
news program 24 Oras and the TV network’s 2006
primetime offerings Majika, Captain Barbell
and I Love NY, the first two of the fantaserye
genre and the latter, a romantic comedy. Fast-forward to
2007 and it appears that the landscape pretty much
hasn’t changed. According to published—though
unofficial—results of overnight ratings involving Mega
Manila households for the final days of January 2007,
24 Oras was routinely trumping ABS-CBN’s TV
Patrol World, Kapamilya Deal or No Deal
(ABS-CBN) had nothing on Asian Treasures (GMA),
Super Inggo (ABS-CBN) lagged behind Atlantika
(GMA), Bakekang (GMA) chronically routed Sana
Maulit Muli (ABS-CBN) and Maging Sino Ka Man
(ABS-CBN) largely played second fiddle to Jumong
(GMA). Of course, ABS-CBN is welcome to fax or email
whatever numbers it may have that might illustrate
differently what these unofficial overnights show for
Mega Manila households for the period of January 26 to
31. And, of course, it may be argued that the ratings
discrepancy between the competing shows among those Mega
Manila households is in the mere single digit—but, as
Donald Trump would say in The Apprentice, “the
fact is you still lost.”
The
recent brand-new face-offs between the fierce rivals—Super
Twins for GMA and Maria Flordeluna for ABS-CBN—show
that the Kapamilya’s ratings fortunes might not change
any time soon, with the Kapuso’s latest fantaserye
scoring a 35.94 percent and the competing soap opera
coming in and behind at 28.08 percent among Mega Manila
households, according to unofficial overnights on the
pilot telecast of both shows on February 12.
Still,
no doubt ABS-CBN takes heart that, according to
nationwide ratings surveys for the period of January 7
to 13, they resoundingly trumped GMA in all the key
cities (Metro Cebu, Metro Davao and so on).
Going
back to the AGB Nielsen Media Research release on the
viewing habits of Mega Manila households: “According to
a study released by AGB Nielsen Media Research, TV is
definitely still a good medium to reach moms, senior
citizens and children. These three groups have recently
registered the highest average television viewership in
Mega Manila.
“Housewives 40 and above, and children from 2-12 years
spent the most time watching TV in 2006.
“Mega
Manila housewives spent an average of 4.6 hours a day
watching television. This time record shows a slight
increase from the 4.5 hours per day average they clocked
viewing TV in 2005.
“Those
40 years old and above spent an average of 4.1 hours per
day and made up 28% of Mega Manila TV viewers in 2006.
Two to 12-year-old kids watched TV for an average of 3.9
hours a day and accounted for 27% of Mega Manila viewers
in 2006. The rest of the viewership pie was shared as
follows: 20-29 year olds at 16%, 30-39 year-olds at 15
percent, and teens at 14 percent.
“Among
the age groups, viewers in their 20s had the lowest
viewing at 3.1 hours per day followed by teens with 3.4
hours. Those in their 30s spent an average of 3.7
viewing hours per day.
“Mega
Manila females watched more TV than their male
counterparts. They spent an average of 3.9 hours viewing
TV versus 2.5 hours for males.
“Overall, Mega Manila residents spent an average of 3.7
hours a day watching TV, an increase from the 3.6 hours
that was registered in 2005. In 2006, the daily viewing
average for people in Mega Manila aged 2 and above was
at 15.3%.
“...Overall, GMA had the largest 2006 Mega
Manila audience share at 44.8%, although this percentage is lower
than 2005’s 46.4%. ABS-CBN’s Mega Manila audience share
was at 31.3% in 2006, down from 33.6% in 2005. QTV’s
audience share, on the other hand, improved from only
0.7% in 2005 to 4.7 percent in 2006.”
Now, all
this is very interesting—and more on this next
Wednesday. |
