Changing the Game of Weekend Programming: The Case of The Voice Kids

The Voice returned on ABS-CBN, May 24. Photo from The Voice of the Philippines Facebook group.

The Voice returned on ABS-CBN, May 24. Photo from The Voice of the Philippines Facebook group.

The Voice Kids, which has been airing on ABS-CBN for two weeks now, proves to be a strong contender on ABS-CBN’s weekend lineup. The Philippine franchise has topped the weekend TV ratings game for four episodes in a row and has consistently reached the 30-percent mark based on the national TV ratings data of Kantar Media.

You might think that ABS-CBN shows always dominating the TV ratings from Kantar Media (in which GMA7 is not a subscriber) is common knowledge. That is partly true, but for the past weeks before The Voice Kids started airing, the Kapamilya network suffered from low viewership every weekend, despite beating the rival programs from GMA Network. For the month of May, for example, Maalaala Mo Kaya barely reached the 30-percent mark on May 3, and then failed to do it again for the next two consecutive weeks (May 10 and May 17). When The Voice Kids premiered on May 24, it garnered 33.3% rating, the highest for a Saturday program on that day and the highest for a Saturday program in eight months! (Maalaala Mo Kaya garnered 33.5% on September 28, 2013) On May 31, a week after its premiere, The Voice Kids broke its previous record and garnered 33.6% rating.

The first two Saturday episodes of The Voice Kids reached the 30-percent mark effortlessly.

On the other hand, Sunday programming is a different story; ABS-CBN’s viewership improved dramatically after The Voice Kids entered ABS-CBN’s lineup. Sunday isn’t always a territory for the Kapamilya network. In fact, Kapuso Mo, Jessica Soho of GMA7 has topped the Sunday ratings game thrice in 2014 (January 19, March 2, May 1) and has proven to be a tough competitor once in a while. Pepito Manaloto, meanwhile, has dominated the ratings game five times in the last quarter of 2013. It still gives a strong game, sometimes beating counterpart programs Home Sweetie Home and Goin Bulilit.

The addition of The Voice Kids on ABS-CBN’s Sunday programming, however, seemed to seal the fate of GMA7 rival programs. The show got a whooping 35.8% rating on May 25, 10% higher than second placer Wansapanataym (which was moved on a Sunday in time for The Voice premiere), and 20% higher than GMA7’s strongest Sunday program Kapuso Mo Jessica Soho. The show was an amazing surprise for the Kapamilya network that the Sunday premiere became the highest rated Sunday program in six months since the Manny Pacquiao vs. Brandon Rios boxing fight in November 2013. The Voice Kids showed consistency on the ratings game the next Sunday, earning 35.3% rating and keeping the lead among Sunday programs.

The Voice Kids hit an all-time high of 35.8% viewership since the Philippine franchise aired in June 2013.

The Voice Kids hit an all-time high of 35.8% viewership since the Philippine franchise aired in June 2013.

Furthermore, the TV rating of the first Sunday episode of The Voice Kids is the highest in two months since the finale episode of ABS-CBN’s Kathryn- and Daniel-starrer Got to Believe. This means that none of the episodes of Dyesebel and Ikaw Lamang, ABS-CBN’s flagship weekday primetime drama series, were able to beat The Voice Kids’s highest rating.

What’s behind the strong viewership of The Voice Kids?

Click page 2 below.

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