Fifty5Blue’s Special TV Premiere Report showed that the June 22 premiere of Sigabo reached 16.1 million cumulative overnight viewers nationwide after airing simultaneously on Kapamilya Channel, A2Z, ALLTV and TV5.
The audience spanned multiple generations, with Gen Alpha accounting for a major slice of viewers, followed by Baby Boomers.
Women made up 51 percent of the audience and men 49 percent, while Class DE households remained the largest viewing segment, underscoring free TV's broad reach.
A broader strategy
Rather than relying on a single broadcaster, the program premiered across four free-to-air networks, making it easier for viewers to watch wherever they already were.
The rollout also reflects a broader shift across the industry as broadcasters adapt to audience fragmentation, streaming platforms, social media and softer television advertising.
The report described the approach as an example of “coopetition,” where broadcasters work together to expand a program’s reach while continuing to compete for audiences and advertising.
Similar arrangements are emerging elsewhere in Philippine television. It’s Showtime airs on GMA, Kapamilya Channel, A2Z and ALLTV, while Eat Bulaga is available on both TV5 and RPTV. DepEd TV has also expanded its reach through multiple free-to-air channels.
The figures suggest broadcasters are increasingly finding that collaboration, rather than exclusivity, can help maximize audiences in an increasingly fragmented media landscape.
—Edited by Miguel R. Camus
