Citing data from AGB Nielsen's National Household Survey from January 2010 to February 2011, trend suggests TV-5's Willing Willie being the main driver of GMA-7's emergence in the National Ratings.
At a careful look, we can see that the main reason why GMA-7 emerged as the top nothcher nationwide was not because it gained more viewers, but mainly because ABS-CBN lost significant amount of audience to TV-5 starting November, 2010, wehere Willing Willie was at the hieght of its popularity and ABS-CBN's noontime suffered from poor tv viewership. From June to November ABS-CBN dropped 2.3 points, while TV-5's audience grew 67% jumping 2.5 points from 3.4 to 6.2% average HH Ratings. GMA-7 on the other hand slightly increased by 1.5% as viewers shift noontime viewing from ABS-CBN to GMA's block timer, Eat Bulaga.
The trend continued until January 2010 where finally GMA-7 captured the national leadership when ABS-CBN further dropped by 1.3% while GMA-7 even increased its numbers by 0.8% and TV-5 maintaining its audience share.
1. TV-5 doubled its viewership because it divided kapamilya viewers in the evening battle via Willing Willie;
2.ABS-CBN's overall ratings dropped because its noontime viewership fell tremendously due to Wowowee's exit and partly because of WW division of kapamilya viewers in prime time ;
3. GMA-7 increased its overall ratings because Eat Bulaga stole most of Wowowee's avid viewers and partly because of its good performing afternoon soaps.
But if the new line-up of ABS-CBN's afternoon soaps will prove to be successful, the Kapamilya Network will easily regain its dominance in the National Household Ratings.