ABS-CBN Corporation sustained its leadership over rival TV networks in March as more Filipinos nationwide watched its programs, hitting an average audience share of 44%, or 10 points ahead of GMA’ 34%, based on data from Kantar Media.

Kantar Media uses a nationwide panel size of 2,609 urban and rural homes that represent 100% of the total Philippine TV viewing population, while the other ratings data supplier AGB Nielsen reportedly has only 1,980 homes based solely in urban areas that represent only 57% of the Philippine TV viewing population.

ABS-CBN enjoyed a big lead on primetime (6PM-12MN) in the previous month with an average national audience share of 48%, or 15 points higher than GMA’ 33%.

ABS-CBN Primetime Bida also ruled in other key territories like Balance Luzon (areas in Luzon outside Mega Manila) with 52% average audience share vs GMA’ 33%; in the Visayas where it recorded 62%, vs GMA’ 23%; and in Mindanao with 63% or almost three times of GMA’ 22%.

The primetime block is the most important part of the day when most Filipinos watch TV and advertisers put a larger chunk of their investment in to reach more consumers effectively.

ABS-CBN swept the top ten most-watched programs in the country in March including “Got To Believe” (34.6%), “Honesto” (34.2%), “Dyesebel” (32.2%) Wansapanataym” (31.3%), “Maalaala Mo Kaya” (28.9%), “TV Patrol” (28.2%), “Ikaw Lamang” (27.6%), “Bet On Your Baby” (26.7 %), “Annaliza” (22.9%), and “Rated K” (22.6%).

“Got To Believe” and “Honesto” proved to be big hits as its finale episodes hit 38.6% and 35.4% national TV ratings respectively. ABS-CBN’ TV adaptation of Mars Ravelo classic “Dyesebel” (32.2%), meanwhile, made a big splash on its pilot episode scoring 32.8%, or almost 15 points higher than GMA’ “Kambal Sirena” with 17.9%.

The network’ other new offerings “Ikaw Lamang” (27.4%), “Mira Bella” (22%), and “Moon of Desire” (16.6%) also conquered the ratings game on its pilot episodes defeating rival programs “Carmela” (16.1%), “Paraiso Ko’y Ikaw” (10%), and “Villa Quintana” (9.7%) respectively. The viewers warmly welcomed the return of “Meteor Garden” with a 16.2% national TV rating compared to 9.3% of “Innamorata.”

“The Singing Bee” won on its new weekday morning timeslot with a 15.9% average national TV rating against GMA’ “Tunay Na Buhay” with 6.5%, while “It’ Showtime” (14.8%) continues to beat “Eat Bulaga” (12.2%) because of its well-loved segments “Stars on 45,” “I am Pogay,” and “Mini Me.”

Kantar Media is a leading television (TV) audience measurement provider with capabilities in gathering TV viewing data in both digital and analog platforms. It is a multinational market research group that specializes in audience measurement in more than 80 countries, has 26 TV networks, ad agencies, and pan-regional networks subscribing to its ratings services.

Among its current subscribers are ABS-CBN, NBN, Sky Cable, J. Romero and Associates, 720ConsumerConnect, Starcom, OMD, PhD, Mediacom, Mindshare, MEC, Maxus, Universal McCann, Wellmade Manufacturing Corporation, Brand Ideas, and MPG Havas. They also include pan-regional networks like CSM Media Inc., Fox International Channels, Star HK, Discovery, AXN, HBO, MTV, Sony Pictures Television International, Celestial Tiger, and A&E Television Network.

Among these, the following subscribe to both urban and rural TV audience measurement: ABS-CBN, Brand Ideas, MPG Havas, and 720ConsumerConnect.