If the same items were also excluded ABS-CBN's ad loading would also increase by 39% driven mainly by an income upswing in its prime time line-up. Revenues from Prime time programs grew significantly in 2011 now constituting 70% of the total airtime income up from year ago's 60% composition.
Total Ad minutes January - June
(Excluding EB, HYY/WWW, Pacman fights, and Political ads)
GMA-7 (2010) = 31,492
GMA-7 (2011) = 39,690
GMA-7 up 26%!
ABS-CBN (2010) = 31,955
ABS-CBN (2011) = 44,491
ABS-CBN up 39%!