TV5’s
regional build out is paying off as it overtakes GMA Network in all-day
viewership ratings in six key cities in the country, namely: Cebu,
Iloilo, Davao, Cagayan de Oro,
General Santos, and Bacolod; according to the Nielsen Metro City TV
Audience Measurement (or MCTAM) Total individuals data from October
1-31.
Tv5
president and CEO Atty. Ray C. Espinosa said that the network’s rise is
due to the outstanding work of the network’s officers and personnel,
especially at TV5’s provincial
stations. “Beyond the resources we have committed to expand the
network, the management takes pride in our people who never get tired
and work long hours to reach our goals,” he said.
The
Nielsen figures showed that in Metro Cebu—the biggest metro city in the
Visayas which accounts for 1.5 million viewers—TV5 enjoyed at 23%
audience share while GMA had 18 percent.
In
Metro Bacolod, where more than 500,000 viewers reside, TV% maintains a
solid lead with 25% audience share versus GMA’s 18 percent.
TV5
also showed impressive growth in Metro Iloilo as it posted 18% audience
share, while GMA falls behind to third place with 17%. The Kapatid
Network’s surge (a 17-point gain
from 1% audience share in June to the current 18%) started in August
this year, just weeks after the completion of its network expansion in
the area.
For
Mindanao’s premier broadcast market Metro Davao, where some 800,000
viewers reside, TV5 recorded a five-point increase from 15% in January
to 20% in October while GMA suffered
a decline in viewership from 25% to 18% within the same period.
In
Metro Cagayan de Oro (which has close to 600,000 viewers), the Kapatid
Network is currently ahead of GMA with a 12-point lead this October. In
just 10 months, TV5 has virtually
reversed rankings with GMA. With an audience share of 17% in January,
it gained tremendous viewer momentum in CDO and increased its audience
shares to 27% this October—largely gaining from GMA, whose viewership
has evidently declined from 33% to 15% within
the same period.
In
Metro General Santos City, TV5’s ascendancy is more apparent as it
surpasses GMA with a 13-point lead in the area. The Kapatid Network
holds 34% audience share in October—sharing
the No. 1 position with ABS-CBN while GMA gets 21%.
In
the Northern region of Luzon, a former Kapuso bailiwick, TV5’s all-day
viewership increased in Metro Dagupan (with 329,000 viewers) by six
percentage points (21% audience share)
when compared to its June performance of 15% share. Meanwhile, GMA
suffered a decline of seven percentage points (from 35% to 28%) in the
same period.
Both TV5 and GMA subscribe to Nielsen Media Research, the industry’s pioneer in Philippine TV audience measurement.
The
expansion of TV5’s regional network is less than three years old.
Several other transmitters and stations including those in Naga City,
Roxas City and Batangas will be launched
in the coming months.
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