AGB Philippines put GMA's ratings in September for total day at a 14.1 per cent against ABS-CBN's 12.3 per cent. Further gains were made in October with GMA achieving 14.8 per cent total day ratings against 11 per cent for its rival. "September marked the beginning of GMA's more significant lead over its long-standing competitor, with a 42.7 per cent channel share, and it continued to gain share in October, posting its highest-ever at 45.6 per cent," said Maya Reforma, chief operating officer of AGB Philippines.
Mega Manila is home to a TV audience of 17 million.
However, GMA continues to lag ABS-CBN signficantly in key population centres outside mega Manila.
Nic Gabunda, ABS-CBN's senior vice-president for integrated sales and marketing, pointed out that ABS-CBN was the dominant station for prime-time viewing in five major cities outside mega Manila.
However, Mitos Borromeo, managing director of MindShare Philippines, said GMA's ratings improvement in mega Manila was significant nevertheless. "This is still important because this is where the bulk of the spending from consumers will come from for most brands."
ACNielsen ratings for October showed ABS-CBN achieving prime-time ratings of 24 and 28 per cent for Cebu and Davao respectively against GMA's 12 and nine per cent. The two broadcasters have gone as far as to pit similar shows against each other, according to media agencies.
"GMA is ahead during the day primarily because of Eat Bulaga's (a comedy/variety show) strong ratings, while ABS-CBN continues to be strong in the evening segment. GMA took its share most from cable and the other smaller networks," said Venus Navalta, Universal McCann's MD.
Manuel Quiogue, president and COO of GMA Marketing & Productions, credited Extra Challenge, a Monday-to-Saturday celebrity reality show, and Mulawin, a soap opera, which airs week nights, for boosting its prime-time ratings. "ABS will have difficulty re-taking the lead if they don't find the right formula," said Borromeo. Five of GMA's programmes are in the Top 10 against three for ABS-CBN.
GMA tops ratings for mega Manila viewing
GMA, the Philippines' second-largest broadcaster, has overtaken market leader ABS-CBN in the important mega Manila market, home to a third of total television audience in the country.