Thursday, October 6, 2011


The new nationwide leadership being bragged by GMA Network is not being translated into bigger share in the advertising pie.

According to report released by AGB Nielsen, GMA Network has already surpassed rival network ABS-CBN in the nationwide total day ratings --- mainly because of its formidable noontime show Eat Bulaga which registers double figures than ABS-CBN’s Happy Yipee Yehey, a strong afternoon drama line-up, and its morning anime block.

 Of course, primetime is a different story.

But this new-found ratings leadership has failed to equate more advertising minutes and revenue for the network.

According to advertising count, GMA Network lagged behind its rival as of the current period.

One clear example is GMA’s newest primetime offering Iglot, starring Drama Queen Claudine Baretto. In a count, Iglot registers a meager 5 minutes of advertisements as opposed to ABS-CBN’s 100 Days to Heaven 16.5 advertising minute.

The only consolation the Kapuso network got is the increase of advertising minutes for Amaya and Munting Heredera, the latter performing strong even beating rival Nasaan Ka Elisa on several occasions in the nationwide survey.

The decrease of advertising minutes is also very imminent on GMA’s weekend line-up.

In fact, it’s back-to-back movie offering on Sunday Evening got little or no support from the advertisers. SNBO’s 3-hour movie block got 8 product placements for 16 gaps, equaling 2.25 ad minutes.

How come that GMA’s high TV ratings do not reflect on its advertising minutes?

As far as the broadcast industry is concern, TV ratings measurement is still the best gauge of a show’s popularity, guiding advertisers which show to spend its money.

However, what we have failed to recognize here is that TV ratings being provided by AGB or Kantar Media are not only about the number of households viewing a particular channel, but also the demographics of the said viewers.

Perhaps, ABS-CBN is getting the bigger share of advertising money as advertisers are targeting affluent viewers --- a long known fact that the network is the preferred station among the upper and middle class sector, as validated by a survey conducted by AGB Nielsen.

Another reason could be the resurgence of TV5 which has already attracted advertisers especially on its primetime block.

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