GMA Network retains lead in Mega Manila TV ratings

MANILA, Philippines - GMA Network remained the leader in television ratings in viewer-rich Mega Manila in the first quarter of 2010, according to survey results from TV ratings data supplier AGB Nielsen Philippines.

GMA edged out competition with an average audience share of 37.2 percent, 1.3 percentage points higher than the 35.9 percent of its main rival.

During the quarter, GMA had 15 entries in the list of overall top 30 programs. GMA’s adaptation of Mars Ravelo’s Darna, starred by prized network star Marian Rivera, took the top notch in the list with an average household rating of 32.2 points.

Six GMA-made programs made it to the top 10 list. Apart from Darna, other primetime programs that made it to the top 10 include the fantasy series The Last Prince starred by promising actors Aljur Abrenica and Kris Bernal, the action-packed Panday Kids led by child actor Buboy Villar, the romantic comedy Full House billed by Richard Gutierrez and Heart Evagelista, banner newscast 24 Oras, and television’s first reality sitcom, Pepito Manaloto.

Pepito Manaloto, the brainchild of comic genius Michael V., piloted with an impressive 27.5 percent program rating last March 28.

Including TV specials during the quarter, the latest bout of boxing’s pound-for-pound king Manny Pacquiao against Joshua Clottey beat all TV programs with 37.9 rating points. The main event registered a household rating of 49.7 percent and an audience share of 81.3 percent in Mega Manila.

GMA programs launched during the quarter including The Last Prince, First Time, Diva, Ina, Kasusuklaman Ba Kita?, Gumapang Ka Lusak, Kandidato, and Wipeout also beat their counterparts in other stations.

GMA also kept its lead in another key area – Urban North/Central Luzon – where it led competition by 2.6 points in average channel ratings during the first quarter.

GMA chairman, president and CEO Felipe Gozon expressed confidence the network will be able to increase the gap in TV ratings in Mega Manila and other key markets in the coming months.

“We are confident that we will be able to once again widen the lead in TV ratings as we are set to launch new shows that will surely excite our viewers,” he said.

Among the programs set to launch in the coming months include the Barbie Forteza-starrer Pilyang Kerubin, Survivor Philippines: Celebrity Edition with host Richard Gutierrez, Heart Evangelista’s Langit sa Piling Mo, and a whole lot more.

Based on AGB Nielsen’s 2010 TV household population projections, Mega Manila TV households now comprise 55 percent of the National Urban Philippines TV population and are generated from a bigger panel of 800 TV households. Urban North/Central Luzon , on the other hand, accounts for 21 percent of the National Urban Philippines TV population.

AGB Nielsen supplies TV ratings data to 21 companies in the Philippines. GMA Network and two other media companies 12 major advertising agencies and four regional clients are among its subscribers.