It is a saga that has been building up since 2003, when GMA Network first complained about what they saw as abnormal cable TV ratings. After five years of accusations and counteraccusations, the controversy—involving its bitter rival ABS-CBN and AGB Nielsen, the media research company stuck between them—became a sordid soap opera played out on national TV.
Now, the advertisers and media agencies don’t want to hear it anymore. Speaking to adobo and other news publications, they want ABS-CBN Broadcasting Corp. and GMA Network, Inc. to put a lid on it.
After a briefing by GMA last January 8, members of Philippine Association of National Advertisers Foundation (PANA) and the 4As-P shared that they wanted to know the truth, but “washing [ABS-CBN’s and GMA’s] dirty linen in public” was unacceptable.
Starcom Mediavest Group Phils. verbally asked both networks to refrain from airing any more plugs on the alleged TV ratings manipulation, according to Managing Director Lizelle Maralag.
PANA Foundation President Blen Fernando said the controversy would acerbate the problems plaguing the TV industry, perhaps in reference to the TV advertising load issue.
“It’s going to be especially difficult this year,” she added, in an interview with BusinessWorld.
“Wala nang editorializing. Kung kailangan mag-comment, base it on facts (The networks should stop editorializing. If they need to comment, it should be based on facts).”
If ABS-CBN and GMA Network do not heed their advice, Fernando said, “We have other options or channels to promote our business.”
Ireneo Panganiban, president and chief executive officer of ad agency Brand Benefits explained the Philippine Daily Inquirer, “This year, advertisers are getting ready for media buys around the last week of February. If [the ratings] controversy does not quiet down by then, advertisers may be hesitant to go with broadcast or may look for other media to get away from the clutter and noise and doubt.”
Apparently, the issue had caused their clients to question ratings, so “it [a pullout] is not impossible…if the public exchange [of arguments and allegations] does not stop,” warned outgoing president of ZenithOptimedia, Oz Trinidad.
However another ad executive, who wanted to remain anonymous, said, “The public cannot solve this. It should be confined in the industry, but it won’t stop us from using AGB.”
Mitos Borromeo, CEO of Group M Manila, wrote to adobo, “I think that all parties should resolve this either in court, or preferably, in a face-to-face discussion. Like the responsible entities that we know them to be. Trial by publicity doesn’t serve any greater purpose.
“Our main concern as a media agency is the integrity of the data. Once we are satisfied that the data is still ‘pure’, then we can go on with our work.”
As of press time, Borromeo added that a joint statement by the PANA, 4As-P, and MSAP would be released shortly to its members.
After listening to the concerns of the industry, both networks defended their position, saying they both wanted “clean” and “reliable” TV ratings.
In an email to PDI, ABS-CBN corporate communications head Bong Osorio said, “What I can tell you is that we will definitely continue the fight for a clean and fair TV ratings process especially now that more and more witnesses are coming out to tell their stories,”
“If you recall, it was ABS-CBN that brought the case to court when it uncovered bribery of panel households in Bacolod. It was another station that started the ‘war’ in the media when it placed full page ads and broadcast plugs after AGB Nielsen Media Research Philippines General Manager Maya Reforma identified it as the network behind the attempts.”
GMA Network chairman Felipe Gozon countered that they were only defending themselves.
“We were actually complaining to AGB Nielsen in writing five years ago, and we answered an inquiry from AGB about this latest issue in writing. It was ABS-CBN that accused us on-air, using portions of statements by Ms. Reforma that seemed to tag GMA as a cheater. Then they sued AGB Nielsen, and as you know the case had been dismissed while the libel case we filed is still proceeding.”
“I can assure you that if ABS-CBN stops [on-air plugs on the ratings manipulation issue], we will stop,” Gozon ended.
