Comparing data from the latest National Household Survey reveals a stunning development in ABS-CBN's non-prime time slots! The Lopez-led Broadcasting firm was able to grow its numbers (whole day) in the Urban Regions from 32.7% last March 9, 2011 (Wednesday) to a whooping 34% on fixed relative audience share last April 13, 2011 (Wednesday), based from Kantar Media's HH survey. In contrast archival rival GMA Network saw its numbers decline from 34.3% to 33% the same days.
Impressive Growth in the Pre-noontime Block:
One of the greatest achievement that drove the numbers in favor of ABS-CBN was the improvement in its pre-noon time block spearheaded by Showtime and Banana Split. This particular time slot improved tremendously by 12%, from 28.8% last March to 40.7% last Wednesday. This is because of weak performing rivals from GMA-7 which replaced Kapuso Movie Festival. GMA-7's ratings shrank from 38.2% last March 9 to only 26.3% on April 13. This brings the fixed relative audience share to 40.7% vs 26.3% in favor of ABS-CBN.
Improving numbers in the AFTERNOON BLOCK
The Kapamilya channel also see its figures grow in the afternoon slots as My Princess and Summer Power are showing better performances than their predecessors. On fixed relative audience share, ABS-CBN grew 2.7% from 24.5% to 26.7%, while GMA-7 fell from 42.5% to 40.3%. Mula sa Puso also helped the trivial evening slots improve by 5.6% from a battle of 27.6% vs 39.4% to a close match of 33.8% vs 33.2% in favor of GMA-7.
Overall ABS-CBN continues to post a petty lead in NUTAM with better performing daytime shows. But its core prime time block is slowly showing weakness after IMORTAL and Green Rose drove the numbers to drop from 41.7% to 40.4%.