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.
