ABS-CBN, the country’s largest and leading multimedia conglomerate, ruled nationwide TV ratings with more Filipinos tuning in to its programs in May, hitting an average total day audience share of 42%, or 11 points higher than GMA’s 31%, according to 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’s noontime show “It’s Showtime” continues to be the country’s number one noontime program with an average national TV rating of 15.2%, an uptick from the previous month’s 13.7%. “Eat Bulaga,” meanwhile, remained steady with 12.9% from 12.4%.

“It’s Showtime’s” improved performance even buoyed ABS-CBN’s noontime to early afternoon block (12NN-3PM) for the said month, growing to 43%, two points higher from the previous month’s 41%, versus GMA’s 33% in May.

Even more Filipinos tuned in to ABS-CBN primetime block, when most Filipinos watch TV and advertisers put a larger chunk of their investment in to reach more consumers efficiently, which gained an audience share of 46%, 16 points ahead of GMA’s 30%.

Out of the top 15 regular airing programs in May, 13 were produced by ABS-CBN. Superhero drama “Juan Dela Cruz” remained at number one with 33.3%, followed by “Maalaala Mo Kaya” (30.8%), “Ina Kapatid Anak” (30.5%), and “Wansapanataym” (28.6%).

Most Filipinos also relied on “TV Patrol” for news as it registered a national TV rating of 26%, or 10 points ahead of GMA’s “24 Oras” (16%).

“Be Careful With My Heart” remained as the most watched daytime program in May with 25%, while “Pilipinas Got Talent,” which recently concluded its fourth season, finished off the said month with 23.1%.

News magazine program “Rated K” climbed seven spots to number 8 in May with a national TV rating of 22.3%.

The other ABS-CBN shows in the Top 15 are “Apoy sa Dagat” (20.8%), “Minute to Win It” (20.5%), “Gandang Gabi Vice” (19.8%), Kapamilya Deal or No Deal” (19%), and “Goin’ Bulilit” (19%).

Meanwhile, in Balance Luzon (areas in Luzon outside Mega Manila), ABS-CBN enjoyed a bigger lead in total day audience share with 44% vs GMA’s 33%. In the Visayas, ABS-CBN prevailed with 50% vs GMA’s 27%, while in Mindanao, ABS-CBN’s audience share averaged 54% vs GMA’s 22%.

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.

ABS-CBN earlier reported a net income increase of 66% to P508 million in the first quarter of 2013 from P306 million in the same period last year, due to strong regular advertising revenues and election-related ads.

ABS-CBN recently announced its venture into the telecommunications business with a media-sharing partnership between ABS-CBN Convergence and Globe Telecom that will enable ABS-CBN to deliver content and offer traditional telecoms services on mobile devices.