AGB Nielsen Media Research Philippines, commonly called AGB Nielsen, is a

market research Market research is an organized effort to gather information about target markets and customers: know about them, starting with who they are. It is an important component of business strategy and a major factor in maintaining competitiveness. Mark ...

firm in the

Philippines The Philippines (; fil, Pilipinas, links=no), officially the Republic of the Philippines ( fil, Republika ng Pilipinas, links=no), * bik, Republika kan Filipinas * ceb, Republika sa Pilipinas * cbk, República de Filipinas * hil, Republ ...

specializing in

broadcast media Broadcasting is the distribution of audio or video content to a dispersed audience via any electronic mass communications medium, but typically one using the electromagnetic spectrum ( radio waves), in a one-to-many model. Broadcasting began w ...

. AGB Nielsen conducts

audience measurement Audience measurement measures how many people are in an audience, usually in relation to radio listenership and television viewership, but also in relation to newspaper and magazine readership and, increasingly, web traffic on websites. Somet ...

of television ratings for certain areas in the Philippines, most notably in urban areas. As of 2013, AGB Nielsen uses a panel size of 1,980 households based solely in urban areas that represent 57 percent of the total Philippine TV viewing population.

History

AGB Nielsen was created by the merger of the Audits of Great Britain-Philippines (established in 1999) and

Nielsen Media Research Nielsen Media Research (NMR) is an American firm that measures media audiences, including television, radio, theatre, films (via the AMC Theatres MAP program), and newspapers. Headquartered in New York City, it is best known for the Nielsen rat ...

(established in 1992) in 2005 as a subsidiary of AGB Nielsen Media Research, a joint venture formed by the AGB Group & the TAM business of The Nielsen Company in March 2005.IntroductionAGB Nielsen official website
. In October 2006, AGB Nielsen established the Philippines' first national television audience measurement panel called the "Nationwide Urban Television Audience Measurement (NUTAM)" that covered 95% of urban areas in the country. AGB Nielsen also conducts reports on three metropolitan cities called "Metro City TAM" (MCTAM) in addition to,

Metro Manila Metropolitan Manila (often shortened as Metro Manila; fil, Kalakhang Maynila), officially the National Capital Region (NCR; fil, link=no, Pambansang Punong Rehiyon), is the capital region, seat of government and one of three List of metrop ...

Cebu City Cebu City, officially the City of Cebu ( ceb, Dakbayan sa Sugbo; fil, Lungsod ng Cebu; hil, Dakbanwa sang Sugbo), is a 1st class Cities of the Philippines#Legal classification, highly urbanized city in the Central Visayas Regions of the P ...

and

Davao City Davao City, officially the City of Davao ( ceb, Dakbayan sa Dabaw; ), is a first class highly urbanized city in the Davao Region, Philippines. The city has a total land area of , making it the largest city in the Philippines in terms of lan ...

and

Iloilo City Iloilo City, officially the City of Iloilo ( hil, Siyudad/Dakbanwa sang Iloilo; fil, Lungsod ng Iloilo), is a 1st class highly urbanized city in the Western Visayas region of the Philippines on the island of Panay. It is the capital city of t ...

. On December 20, 2007,

ABS-CBN Broadcasting Corporation ABS-CBN Corporation is a Filipino media company based in Quezon City, Metro Manila, Philippines. It is the largest entertainment and media conglomerate in the Philippines. It is a subsidiary of Lopez Holdings Corporation which is owned by t ...

filed a

civil case - A lawsuit is a proceeding by a party or parties against another in the civil court of law. The archaic term "suit in law" is found in only a small number of laws still in effect today. The term "lawsuit" is used in reference to a civil acti ...

against AGB Nielsen after ABS-CBN discovered tampering in ratings in

Bacolod Bacolod, officially the City of Bacolod (; hil, Dakbanwa/Syudad sang Bacolod; fil, Lungsod ng Bacolod), is a 1st class highly urbanized city in the region of Western Visayas, Philippines. It is the capital of the province of Negros Occidenta ...

. The next day, ABS-CBN reported through their AM station

DZMM DZMM (630 AM) Radyo Patrol was a commercial news/talk radio station broadcasting from Quezon City, Philippines, serving the Mega Manila market. It was the flagship station of the Radyo Patrol Network owned by ABS-CBN. The station's studio w ...

that AGB Nielsen pointed

GMA Network GMA Network (Global Media Arts or simply GMA) is a Philippine free-to-air television and radio network. It is the flagship property of publicly traded GMA Network, Inc. Its first broadcast on television was on October 29, 1961. GMA Network (f ...

was the one behind the manipulation of ratings in Bacolod. On January 3, 2008, GMA sued for P15 million ABS-CBN and some of its employees for

libel Defamation is the act of communicating to a third party false statements about a person, place or thing that results in damage to its reputation. It can be spoken (slander) or written (libel). It constitutes a tort or a crime. The legal defini ...

. On January 8,

Quezon City Quezon City (, ; fil, Lungsod Quezon ), also known as the City of Quezon and Q.C. (read in Filipino as Kyusi), is the List of cities in the Philippines, most populous city in the Philippines. According to the 2020 census, it has a populatio ...

regional trial court (RTC) junked ABS-CBN's case against AGB Nielsen saying it was prematurely filed.

Markets

According to their website, the largest television market in the country is the

Mega Manila Mega Manila is a megalopolis on the island of Luzon, Philippines. There are varying definitions of the megalopolis, but it is generally seen as encompassing the administrative regions of Central Luzon, Calabarzon, and Metro Manila. On some o ...

; in AGB-Nielsen's case, Mega Manila consists of

Bulacan Bulacan, officially the Province of Bulacan ( tl, Lalawigan ng Bulacan), is a province in the Philippines located in the Central Luzon region. Its capital is the city of Malolos. Bulacan was established on August 15, 1578, and part of the Me ...

, Rizal,

Cavite Cavite, officially the Province of Cavite ( tl, Lalawigan ng Kabite; Chavacano: ''Provincia de Cavite''), is a province in the Philippines located in the Calabarzon region in Luzon. Located on the southern shores of Manila Bay and southwest ...

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.

Classification

*Non-primetime: 5:00 a.m. to 5:30 p.m. *Primetime: 5:30 p.m. to 5:00 a.m.

Subscribers

Nielsen's current international subscribers include

SBS Korea Seoul Broadcasting System (SBS) () is one of the leading South Korean television and radio broadcasters. The broadcaster legally became known as SBS in March 2000, changing its corporate name from Seoul Broadcasting System (서울방송). Its ...

KBS Korea The Korean Broadcasting System (KBS) () is the national broadcaster of South Korea. Founded in February 1927, it is one of the leading South Korean television and radio broadcasters. KBS operates seven radio networks, ten television channels, a ...

Mediacorp Mediacorp Pte. Ltd., doing business as Mediacorp and stylised as mediacorp, is a media conglomerate in Singapore. Owned by Temasek Holdings—the holding company of the Government of Singapore—it owns television, radio, and digital media prope ...

, ebiquity, Faulkner, Dentsu Aegis Network, Posterscope, Group M, Zenith Optemedia,

Telemundo Telemundo (; formerly NetSpan) is an American Spanish-language Terrestrial television, terrestrial television network owned by NBCUniversal Television and Streaming#NBCUniversal Telemundo Enterprises, NBCUniversal Telemundo Enterprises, a divi ...

, and

Netflix Netflix, Inc. is an American subscription video on-demand over-the-top streaming service and production company based in Los Gatos, California. Founded in 1997 by Reed Hastings and Marc Randolph in Scotts Valley, California, it offers a fil ...

. FIFA has signed up with Nielsen to provide official market research for the 2017 FIFA Confederations Cup and the 2018 FIFA World Cup. As of 2021, Nielsen TV Audience Measurement increased its client pool to a total of 41 clients/subscribers consisting of 12 local TV networks including

, TV5, Cignal Entertainment, Aksyon TV,

CNN Philippines CNN Philippines (abbreviated as CNN PH) is a commercial broadcast, cable and satellite television network in the Philippines. It is owned and operated by Nine Media Corporation, together with Radio Philippines Network (RPN) as the main content ...

Net 25 Net 25 (capitalized and stylized as NET25) is a Philippine television network owned and operated by Eagle Broadcasting Corporation. The network is named for its flagship station in Metro Manila, DZEC-TV, which is carried on UHF Channel 25 on an ...

Solar Entertainment Corporation Solar Entertainment Corporation (simply known as Solar or SEC) is a Filipino media company based in Makati, Philippines. Founded and owned by the brothers, Wilson, William and Willy Tieng. Solar Entertainment operates two digital free-to-air c ...

, Viva Communications Inc.,

CBN Asia CBN Asia or Christian Broadcasting Networks Asia is a non-stock, nonprofit corporation established in the Philippines and Hong Kong on October 1, 1994. Its vision, mission, and ministries are inspired by those of the Christian Broadcasting Netwo ...

, PBO,

People's Television Network People's Television Network ( fil, Telebisyon ng Bayan; abbreviated PTV) is the flagship State broadcasting, state broadcaster owned by the Government of the Philippines. Founded in 1974, PTV is the main brand of People's Television Network, In ...

and among others; 5 regional clients; 2 blocktimers; 21 agencies (18 media agencies, 2 consulting agencies, 1 digital agency); and 1 advertiser.

Spinoffs

Nielsen Philippines spun off its data and analytics branch Global Consumer Business as NielsenIQ in January 2021.

References