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Friday, February 7, 2014

IS THE LEGAL WIFE REALLY NOT ATTRACTING ENOUGH ADVERTISERS?

ABS-CBN's newest primetime program, The Legal Wife, featuring the return of Kapamilya Primetime royalty, Ms. Angel Locsin, has sparked Buzz on social media as it was pitted with two of GMA's newest primetime offerings.

The Kapamilya series has earned remarkable attention from TV viewers as it bested rival programs, Carmela and Rhodora X in all survey areas both in Nielsen and Kantar Media Research. It was consistently a top trending topic on Twitter and one of the most shared and discussed subject on facebook. 


However, the bothering concern on this freshly started series was the amount of attention it received from the Advertisers. Did it really fail to attract enough sponsors in spite of its good numbers? Lets take a look.

While it is true that The Legal Wife has fewer ad minutes than fellow primetime series: Honesto, Adarna, Got to Believe and Carmela, we need to understand that its time slot is at a disadvantage. The trend in TV advertising in primetime (in the recent past) favors TV programs aired earlier, leaving programs which are aired later at a disadvantage.

If one monitors the trend of ad minutes in Primetime, 24 Oras and TV Patrol earn the most number of ad minutes, followed by  Honesto, Adarna, Got to Believe, Carmela, The Legal Wife and Rhodora X. This is because advertisers understand that the peak of TV viewing rests from 7:00PM to 9:00 PM. Hence ad agencies scramble to place their respective ads on programs within this time slot giving less attention to programs aired later. 

This is also the reason why My Husband's Lover, despite the good ratings and the consistent trending topic on twitter, failed to match the ad loads earned by its peers. But still ratings matter. Kapamilya Programs rule Primetime ratings in all survey areas and sources, hence relative to competing programs from GMA7, Kapamilya Programs earn superior ad loads. This is despite the fact that ABS-CBN's negotiated ad rate is well above GMA-7's.

Average Commercial Ad minutes per gap (February 6, 2014)

Honesto - 4.5 minutes
Adarna - 4 minutes

Got to Believe - 4 minutes
Carmela - 3.75 minutes

The Legal Wife - 3 minutes
Rhodora X - 2.5 minutes

From the figures given above, despite having fewer ad minutes as compared with programs aired earlier, The Legal Wife's ad load is still well above Rhodora X's which is aired almost simultaneously. Hence, one can conclude that The Legal Wife is still fairly trusted by advertisers, at least for now.

TV NETWORK WAR ORIGINAL








14 comments:

Anonymous said...

Anonymous said...
nonymous said...
Anonymous said...
yung iba jan mahilig magsabi ng kasinungalingan laban sa GMA artists para lng mapalitaw na mas magaling daw kuno ang mga starlet artists ng chanel 2!

Obvious naman na pang-World class ang mga talents ng GMA 7.

isa pa;magling daw ang mga MOBIES o movies ng chaka 2, e, hanggang ngayon ay di manlang sila nakatapak sa HOLLYwood;samantalng ang GMA 7 ay nkapagproduce na ng isang pangholiwood na movie-THE ROAD at napanood na at naimarket sa international;yung kabila still NGANga LOL !

Anonymous said...

Anonymous said...
nonymous said...
Anonymous said...
yung iba jan mahilig magsabi ng kasinungalingan laban sa GMA artists para lng mapalitaw na mas magaling daw kuno ang mga starlet artists ng chanel 2!

Obvious naman na pang-World class ang mga talents ng GMA 7.

isa pa;magling daw ang mga MOBIES o movies ng chaka 2, e, hanggang ngayon ay di manlang sila nakatapak sa HOLLYwood;samantalng ang GMA 7 ay nkapagproduce na ng isang pangholiwood na movie-THE ROAD at napanood na at naimarket sa international;yung kabila still NGANga LOL !

Anonymous said...

Anonymous said...
nonymous said...
Anonymous said...
yung iba jan mahilig magsabi ng kasinungalingan laban sa GMA artists para lng mapalitaw na mas magaling daw kuno ang mga starlet artists ng chanel 2!

Obvious naman na pang-World class ang mga talents ng GMA 7.

isa pa;magling daw ang mga MOBIES o movies ng chaka 2, e, hanggang ngayon ay di manlang sila nakatapak sa HOLLYwood;samantalng ang GMA 7 ay nkapagproduce na ng isang pangholiwood na movie-THE ROAD at napanood na at naimarket sa international;yung kabila still NGANga LOL !

Anonymous said...

ala pang nakarating na movei ng star c sa HOLLywood kaya ibig Sabihin lang na hindi pang-world class ang star cnema at wala pang binatbat sa GMA Films; ibig sbihin pa nito na mas mgaling ang GMA films sa paggawa ng movies as of now 2014! isang paglilinlng ang isipin na basta gawa ng ste cinema ay mganda so ngayon dapt wag kang mahina sa pag-iisip ;wg kang mag pabrain wash or else igigisa ka sa sarili mong mantika!

Anonymous said...

Hoy... ang Star Cinema ang mismong nagri-release ng movies nila sa US. Ang GMA kasi wallang kakayahang magrelease ng movie nila kaya ang Freestyle Releasing ang gumawa. Tumutulong ang FR sa mga film outfit para magrelease ng movies na walang linalaang kahit anong prints and advertising money for its releases. Ibig sabihin tipid dahil nga walang kakayahan.

Anonymous said...

Nako, patulan pa ba 'tong si "The Road"????? Hmmmm...... Pampam wag na lang.

Anonymous said...

kaya Bokya prin ang star cinema ay
obvious kc na pangPilipinas lng ang kalidad ng gawa ng star cinema kaya di manlang sila nakatikim sa HOLYWOOD pti yung starlets nila di manlang nakaapak sa Hollywood.mas ok prin ang viva kysa star kc mas matagal ang viva but the GMA films is the best so far--kc naka Hollywood na sila.

Pg low quality ang isang films ay ciguradong di makakatuntong sa Hollywood; kilala kc ang GMA films sa pggawa ng World-class movies...

Anonymous said...

Anonymous said...
ang visayas at mindanao ay mga DIVISORS lng kaya abs ang nangunguna sa nutam pero kung kwekwentahin mu talga ang bilng ng viewrs sa bUOng Pilipinas ay lalabas na mas maRAMI prin ang nanonood sa GMA kaysa sa abs; 79 percencent kc ng mga bilng tao na may TV ay nsa LUZON at di sa visayas at mindanao at mas lalo pa ngayon na lugmok ang visayas kaya mas kaunti na ngayon ang mga viewrs sa vis at mindanao

Anonymous said...

sos! Nalalamangan lng ng the legal wife ung carmela nio na walang ginawa kundi paawa effect bida borring.

Anonymous said...

basta aq magaling na artista c angel locsing.most sexy and beautiful.

Anonymous said...

Ano nman ang laban ng mga superstarlet ng chakapuso sa mga bigating stars ng abs?! Aber? Wla noh?

Anonymous said...

Ambisyosang kangusong fantard alam nman ng buong mundo na chipipay ang talent ng 7 .

Anonymous said...

It might interest you to know that Honesto has only three commercial gaps, while G2B has four. So you multiply 4.5 by three, and you get 13.5 for Honesto, and 4 times 4 for G2B, you have 16.

G2B also has "in situ" ads. Surf, Domex, and now Kakao Talk. It also has sponsors flashing on screen every commercial gap: Bum, Polaroid, and G2B merchandise.

As for TLW, they also have 4 commercial gaps.

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