Ratings of Wil Time BigTime and status of major advertisers

Willie is back with his new show, Wil Time Big Time, How has it been faring the first few days?

AGB Nielsen Mega Manila People & Household Ratings (May 13-16) reveals:

Willie’s show, which replaced Willing Willie, posted a rating of 9.1 percent in its pilot episode last May 14, Saturday, to rank fourth in the primetime race.

The AGB Nielsen Mega Manila People & Household Ratings show the top 10 for May 14 primetime.

    1. Kapuso Mo Jessica Soho (GMA-7) – 10.9%
    2. Pilipinas Got Talent (ABS-CBN) – 10.1%
    3, Imbestigador (GMA-7) – 9.2%
    4. Wil Time Bigtime (TV5) – 9.1%
    5. Maalaala Mo Kaya (ABS-CBN) – 8.7%
    6. Spooky Nights: The Ringtone (GMA-7) – 7.7%
    7. Mind Master (GMA-7) – 7.1%
    8. 24 Oras Weekend (GMA-7) – 6.1%
    9. Laugh Out Loud (ABS-CBN) – 5.9%
    10. Wansapantaym: Chokulit (ABS-CBN) – 5.7%

The ratings dropped on May 16 with at 7.7% placing 9th in Metro Manila households.

Kantar Media also monitored the ratings. On May 14, Wil Time Bigtime got audience share of 13.8% placing 6th in Manila households and didn’t land a place on the Monday show.

The press statement of TV 5 tells otherwise:

“The 3-hour pilot episode of Wil Time Bigtime has posted an overwhelming audience share of 37.5% in MegaTAM; overtaking GMA-7’s 26.0% and ABS-CBN’s 19.5% audience shares, respectively.

What is it really?

9.1 % or 37.5% on May 14. Audience share dropped on second day as gleaned from AGB Nielsen and Kantar Media.

At the facebook page of Para sa mga Bata, Jozy Acosta explains

reason for the discrepancy. My contact said that both figures are likely true except, as I suspected, they have different bases. The 9.1 is the percent of TOTAL TV HOUSEHOLDS who watched WTBT. However, TV viewing is lower on Saturday evenings – it’s likely that what TV5 did is to use the percentage that is based on those WHO WATCHED ON SATURDAY EVENING.

Calculating from the 9.1 and 37.5 figures, it looks like only about 24.3% of the total TV population watched TV last Saturday night (i.e. WTBT gained about a third of the quarter of the TV population that watches at this time). Seems to me that those who would watch WTBT are those who don’t have a social life, hehehe… In fairness, that’s still pretty respectable. One thing my contact hasn’t reverted on yet is if the 37.5% includes people who only watched a portion of the show (i.e. do channel changers/channel surfers get double counted).

If so, the drop in ratings on Monday could be due to those who only peeked at the pilot on Saturday and didn’t bother peeking again on Monday – it’s a very small drop, we’d need to look at the trend over time to be sure. Or it could be due to more viewing choices on weekdays (don’t know, don’t watch TV, hahaha), in which case it could go up again next Saturday. One interesting thing is to find out whether WTBT was able to increase viewership on Saturday, not just steal audiences from other Saturday evening shows, something very appealing to advertisers (wider reach). I can’t tell with just the data we have (and I don’t think my contact would give it to me because they wouldn’t want to give away information they sell to clients).

We could probably figure it out if we had past data of ratings for total TV households vs. total who watched for other shows but hey, who wants to go to all that trouble?

Perhaps it is still too early to determine the audience share of Willie’s new show. The question is will major sponsors come back to Willie’s new show with three child abuse complaints filed at the Quezon City prosecution office? The clarificatory hearings are set on May 30 for all these complaints. In the meantime, major sponsors are not back.

The Kapatid network, however, seems to be confident that these advertisers will be back. Or else why spend more than P16 million on a LED(Light Emitting Diode) flooring and millions more on software and screens on the walls? Visually, the makeover did improve the look of the show. I wish, though, that they had spent some of that money to improve program content.

In twitter, his fans are happy to see him. Others think the only new thing about the show is the new LED stage. MTRCB “decided to be lenient and opted for a post-airing review.” Among the top rated comments in Yahoo’s article Will major advertisers return to Willie’s show? reveal

Tama nga ang observation mo Sir Ed, si Willie laging manipulated nya ang pag bibigay ng cash, syempre pogi points yon sa kanya…sayang naman ang mamahaling kotse, magagandang bahay/resthouse, yate, building atbp kundi magpapapogi…yan ang katumbas ng kunwari eh pagmamahal nya sa mahirap…EASY BUSINESS DIBA?

Another comment defends Willie though.

kung ayaw nyo kay willie at sa show nya, huwag nyong panoorin… huwag nyong husgahan ang isang tao… nandyan ang show nya para makapagbigay ng saya at aliw sa mga tao…kami, masaya na naman dahil bumalik uli ang show nya…

What does the rest of Twitter say?