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Saturday, August 21, 2010

GMA 7 regains momentum

GMA Network has successfully regained momentum in the numbers game versus the Kapamilya in July.

Nielsen TV Audience Measurement’s Mega Manila people data for July show GMA posting a commanding 5.6 percent advantage over ABS-CBN in audience shares, 37.5 versus 31.9 percent. Among households, GMA still leads ABS-CBN, 35.3 versus 32.8 percent.

GMA has also taken the lead in Urban Luzon, which makes up 77 percent of television households nationwide. Here, GMA led ABS by 0.4 percent in people audience shares with 35.8 as against the latter’s 35.4 percent. GMA7’s margin was a result of a noticeable decline in ABS’ share performance in the said area, where they led GMA by 5.4 points last June.

ABS-CBN, however, is still ahead in the national ratings, but there’s also no denying that the Kapuso Network is surely catching up. July people ratings show GMA trailing ABS-CBN by just 1.5 percent, 6.0 versus 7.5. And with its new launches and upcoming shows, GMA is in a very good position to further eat up on ABS’ lead in national ratings.

GMA’s news programs and specials, meanwhile, remain as viewers’ most preferred source of information. And TV ratings, with figures derived from actual number of viewers watching, is still the ultimate test of credibility.

The Nielsen TV Audience Measurement used by GMA Network is also used by at least 22 other local companies including another TV channel (not ABS-CBN). Top media agencies plus 3 regional clients likewise subscribe to Nielsen TV Audience Measurement. On the other hand, only a handful, including ABS-CBN, reportedly subscribe to Kantar Media, formerly known as TNS Philippines.




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