The second slot of ABS-CBN’s Primetime Bida used to be as dominant as the first.
In a span of nearly two years, the second slot was given to either KathNiel, the love team of Kathryn Bernardo and Daniel Padilla, or LizQuen, the love team of Liza Soberano and Enrique Gil. The run began with the latter’s ‘Forevermore’, followed by the former’s ‘Pangako Sa ‘Yo’, and concluded with ‘Dolce Amore’, also of the latter.
These three dramas consistently earned 30% or better ratings during their respective runs. On some occasions, they also reached 40% or better, which is around 20% more than the opposing teleserye that GMA pits against.
But on August 29, the fortunes of Primetime Bida’s second slot began to change. That night marked the premiere of JaDine’s (James Reid and Nadine Lustre) ‘Till I Met You’, which was the first series not to star either KathNiel or LizQuen in the 8:45 slot since ‘Ikaw Lamang’ in 2014.
The said series entered the scene with high expectations, and considering the smashing success of both KathNiel and LizQuen, many looked forward to a similarly dominant performance from JaDine. However, despite beating GMA Koreanovela ‘Descendants of the Sun’ in the ratings, their average mark of 26% is a far cry from the teleseryes of KathNiel and LizQuen.
Three weeks later, ‘Till I Met You’ was demoted to the third slot, where JaDine has had success in the past. Its replacement ‘Magpahanggang Wakas’ fared no better, earning only a 25% average rating as of September 20.
To make matters worse, the opposing GMA series began to close the gap. The final week of the Koreanovela ‘Descendants of the Sun’ averaged well over 22%, and the succeeding series ‘Alyas Robin Hood’, seemingly benefiting from the backlash that tagged them as an ‘Arrow’ copycat, earned an average of 21% through its first two episodes.
As victorious as ABS-CBN is, the recent slump in form for Primetime Bida’s second slot should give them a reason to worry. The fact is, people are getting tired of the repetitive formulas that the Kapamilya network use, and as such, have no motivation to continue watching their series.
Still, tagging the second slot of ‘Primetime Bida’ as ‘past its prime’ is premature. If ‘Magpahanggang Wakas’ can somehow create some interesting and heart-wrenching scenes in future episodes, the dominant showing of the past could resurface sooner or later.
One can only hope that ABS-CBN pushes the right buttons in order to return to their past dominance. Otherwise, GMA could end up as the winner if this slump continues.