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AGB Nielsen vs Kantar Media

Written By Jerone Simon on 14 August 2013 | Wednesday, August 14, 2013


Here in the Philippines, not only its TV Networks who are competing for credibility but also to those who gives ratings for these TV networks. Here in the Philippines, 2 Big TV Networks, GMA and TV5, are subscribed to AGB Nielsen while the biggest TV Network in the country is using Kantar Media for its TV Ratings.

However, these two TV ratings providers do not give the same results especially on what TV Network is the true number TV network in the country.


On this post, I will share to you the range of each research company as the basis of their TV ratings result.

AGB Nielsen Media Research Philippines
At present, AGB Nielsen uses a panel size of 1,980 homes based solely in urban areas that represent 57 percent of the total Philippine TV viewing population. There are 7,260,723 urban homes included in the measurement that encompasses 34 million individuals.

According to their website, the largest television market in the country is the Mega Manila; in AGB-Nielsen's case, Mega Manila consists of Metro Manila, Bulacan, Rizal, Cavite and Laguna. Mega Manila is represented by 400 panel homes. Other areas are North and Central Luzon with 300 homes; South Luzon, 300 homes; Visayas, 300 homes; and Mindanao, 200 homes. These 1,500 panel homes comprise the National Urban Television Audience Measurement (NUTAM) and are scattered throughout the country. The NUTAM, does not comprise the entire Philippines, but only the urban centers. The survey encompasses 34 million individuals or 95% of urban Philippines, which comprises around 57 percent of the entire TV viewing population of the country.

Kantar Media Research Philippines
Kantar Media uses a nationwide panel size of 2,609 urban and rural homes. It has a total of 6.315 million homes in rural areas and 8.820 million homes in urban areas across the Philippines, bringing the total of 15.135 million homes nationwide covering 75 million individuals.

The panel reports on seven sectors namely National Capital Region, Suburbs, North Luzon, Central Luzon, South Luzon, Visayas and Mindanao. Suburbs consists of 4 provinces namely Bulacan, Cavite, Laguna, and Rizal. NCR and Suburbs can be aggregated to show ratings for Mega Manila and all sectors can be aggregated to report Nationwide or National ratings.

According to those figures given, what Media Research Company do you believe to?


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