In the realm of TV advertising GMA Network still has the upper hand particularly in the much contested Prime time block! Its banner fantasy-based series DWARFINA topped the list of highest earning (excluding evening newscast) weekday evening program! The Heart Evangelista starrer averaged a total of 16 ad minutes every episode amounting to an estimated P12.8 million every night.This is way far from its archival rival NOAH which averaged 10 ad minutes per episode and is estimated at P8.4 million. Dwarfina's lead in the ratings race gravitated tons of local advertisers. Dwarfina got an average of 16% people ratings compared to Noah's 11% people ratings in TNS Mega Manila.
On the other hand ABS-CBN's Mara Clara leads the race among Kapamilya programs totaling an average of 14 ad minutes costing around P11.7 million followed by Imortal with 13 ad minutes amounting to about P11 million. Beauty Queen is the least earning evening series with only 7 ad minutes that costs P5.6 million.
However its is noteworthy that ABS-CBN, being a member of the Kapisanan ng mga Broadkasters ng Pilipinas (KBP), is bound to limit its airtime for product advertisements to only 18 minutes per hour or approximately 30% of the airtime of every tv program. Hence for a prime time series running in 45 minutes its maximum ad load can only accomodate up to 14 ad minutes. The aggreement is effective between the members of KBP. GMA Network detached it self from the organization to break away from this ruling.