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Thursday, February 6, 2014

KANTAR AND NIELSEN TV RATINGS: WHO IS TELLING THE TRUTH!

It has been the norm to believe that data released by AGB Nielsen always favor GMA7 while data from Kantar Media favor ABS-CBN, but is this really the case?

Looking closely at the numbers reveal that the two Ratings provider have little difference! Here's why:


ABS-CBN, citing data from Kantar, claim that they lead the ratings game in Balance Luzon (outside Mega Manila), Visayas and Mindanao, and collectively leads in the National Ratings. But the firm never mention in any of their disclosure that they lead in Mega Manila.

The case is also the same with GMA-7's press releases citing data from Nielsen. GMA-7 oftentimes tout their lead in Mega Manila and Urban Luzon (Mega Manila + Balance Luzon), but they never said they led in the National Ratings.

Hence, the case is clear. Both surveys by Nielsen and Kantar do not contradict each other but in fact confirms each others results. Both ratings release agree on the following:

ABS-CBN is No.1 in the following survey areas:

  • Balance Luzon (areas in Luzon outside Mega Manila)
  • Visayas
  • Mindanao


While GMA-7 is leading on the following:
  • Mega Manila
When collectively combining ratings from the above survey areas one can see that ABS-CBN leads in the Overall National Ratings because of its huge lead in Visayas and Mindanao, while GMA-7 leads in Urban Luzon mainly because the weight of Mega Manila in Urban Luzon is very significant. Both Nielsen and Kantar data agree on these.

The reason why  Nielsen and Kantar survey results appear to be different is because of what we call SELECTIVE REPORTING. ABS-CBN and GMA-7 only reports ratings where they are leading. ABS-CBN citing Kantar's data only display ratings result outside Mega Manila where they are leading, while GMA-7 only emphasize Nielsen Ratings on Mega Manila because that is where they are No.1.

To sum it up, even GMA-7 concedes the fact that on the National scale ABS-CBN is No.1, may it be on Nielsen or Kantar's survey. The only instance GMA-7 become No.1 in the National TV Ratings was sometime 2012 when Eat Bulaga was soaring high in the ratings and ABs-CBN's noontime was struggling. But it was quickly recovered by ABS-CBN when Its Showtime slowly climbed its way up in the ratings game.

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