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