ABS-CBN Broadcasting Corp. leads the nationwide television viewership share against rival GMA Network Inc., according to AGB Nielsen Media Research (Philippines) nationwide survey released Thursday.
The AGB Nielsen's first nationwide urban television audience measurement (NUTAM) shows that ABS-CBN's 43-percent viewership share put the company ahead of rival GMA Networks Inc., which garnered 35.2-percent rating, during the survey period October 8 to October 13.
NUTAM is an expansion of the current AGBNMR panel installation in Metro Manila homes. Using the on-line "peoplemeter," it provides a total picture of television viewership in the entire Philippines through 24-hour monitoring of the panel homes.
A total of 1,500 panel homes will represent a universe of 7.26 million national urban TV homes from the following areas: North and Central Luzon with 300 homes; Metro Manila, 400 homes; South Luzon, 300 homes; Visayas, 300, homes; and Mindanao, 200 homes.
The survey also disclosed that ABS-CBN led audience rating in North and Central Luzon with 40 percent; Visayas, 57.3 percent; Mindanao, 62.2 percent; Metro Cebu, 55.2 percent; Metro Davao, 57.7 percent; and Iloilo with 50.6 percent.
On the other hand, GMA led in areas in Metro Manila, with 40.6 percent compared to ABS 35.2 percent and in Southern Luzon of 38.3 percent versus rival's 35.2 percent.
Maya Reforma, AGBNMR (Philippines) general manager, explained that the expansion provides comprehensive and relevant high-quality data for business and nation building and strengthens the Philippines' development surge.
The AGB Nielsen said Luzon registered the highest TV ownership at 92 percent and cable ownership at 23 percent.
The survey also shows that the Visayas has the largest chunk of class E at 29 percent and the most number of homes with children at 64 percent, with Mindanao hugging has the largest chunk of class D at 60 percent and the most number of families.
In a related development, AC Nielsen said that for the first half of the year, TV advertising expenditures amounted to P22.6 billion; radio advertising, P4.93 billion; and print, P966 million.
The top TV advertisers are Unilever Philippines with P5.01 billion; Procter & Gamble, P4.9 billion; Nestlé, P3.3 billion; United Laboratories, P2.2 billion; Smart Communications Inc., P971 million; Fortune Tobacco, P855 million; Johnson & Johnson, P859 million; Wyeth, P827 million; and Globe, P783 million.
In radio, the top advertisers are Unilab, Unilver, Fortune, F&G, Tanduay, Philippine Charity Sweepstakes, Nestlé, San Miguel, Colgate and Petron.
Jay G. Bautista, AC Nielsen executive director, said the strong performance of the economy is the one factor of the rising media spending. "They are confident that consumers can buy a certain product," he explained.
Jerico Barrera, AC Nielsen associate director, however, noted that the gap in the advertising level between television and radio is a function of cost per spot.
Barrera added that 60 percent of the total advertising money invested by advertisers in radio campaigns is in Metro Manila. "If we look at each area, advertising expenditure in the Visayas are growing faster than the other areas," he pointed out.
The biggest number of ad spots of about 79 percent, he noted, was placed in Metro Manila and the rest in Cebu, 14 percent, and Davao, 7 percent.
--Darwin G. Amojelar 
