In a disclosure to the Philippine Stocks Exchange GMA Network reported lower quarter to quarter advertising revenues from P3.14 billion in Q2 to P3.08 billion in Q3. The drop translates to a 2% decrease in ad revenues for channel 7 in spite of the surge in NUTAM ratings due to Eat Bulaga's ALDUB Phenomena.
GMA's channel 7 snatched back the lead in NUTAM last September 2015, with an average audience share of 37.4%, 2.5 points higher than ABS-CBN's 34.9% share. Bulk of this ratings boost is credited from Eat Bulaga's phenomenal numbers with its ALDUB love team. The drop in channel 7's ad revenues was mainly due to the losing performances of its weekday primetime line up, which are consistently defeated by counterparts in PrimetimeBida.
Eat Bulaga, through TAPE Inc, pays a fixed fee to GMA Network for buying its airtime. Thus any windfall from Eat Bulaga's commercial airtime has no direct effect on GMA's topline.
GMA Network is already working on maximizing advertising revenues by launching new primetime programs in 2016. The broadcasting firm's primetime line-up in 2016 include the revival of Encantadia, and primetime series featuring GMA's bigget stars: Aden Richards, Marian Rivera and Dingdong Dantes.
With Political Ads already coming in, the continued popularity of ALDUB and the almost exclusive return of Colgate-Palmolive advertisements, GMA Network is far from reaching its maximum income potential.