Network has seen an improvement in its advertising revenues in the third quarter this year and expects to sustain this positive trajectory for the rest of the year on sustained ratings leadership in Mega Manila.
GMA officials said they are confident the network can maintain its growth momentum as more programs are launched. Regular advertising has picked up in September with the return of some advertisers.
Growth is expected to come from the emergence of new smaller advertisers and new campaigns, implementation of another ad rate hike and continued focus on adding value to afternoon time slot.
The network is seeing growth of non-primetime slots, which now account for 30 percent of total advertising revenues.
Based on the latest survey conducted by AGB Nielsen, GMA has widened its lead in Mega Manila in September. It also narrowed down ABS-CBN’s lead in national level from 3.1 points in February to one point in August.
CitisecOnline said the improved ratings performance would give GMA leverage during the negotiation period in December, which would ultimately result in the continuous recovery in its advertising revenues.
“Given the improvement in GMA’s ratings performance, we increased our assumption on its share of the advertising pie from 40 percent to 43 percent,” CitisecOnline said.
GMA’s ratings lead in the Urban Luzon area, where 77 percent of the total urban TV household population is found, went up to 3.1 percentage points in September from 2.4 in July. It registered an average total day audience share of 36.4 percent in Urban Luzon in September.