Talk about a complete 360.
Through its first nine episodes as of April 4, GMA’s ‘Contessa’ was only able to average 10% in the ratings according to Kantar. In contrast, ABS-CBN’s ‘It’s Showtime’ raked in around 17%, and while its numbers declined by around 2% during the Holy Week, it was still enough to dispatch ‘Contessa’.
Even the first Saturday episode of ‘Contessa’ on March 24 was a flop, as it earned only 9.9% compared to ‘It’s Showtime”s 17.4%. By comparison, the finale of ‘Ika-6 na Utos’ which aired the previous Saturday finished with a 20.6% rating, 10.7% better than its successor.
The slow start of ‘Contessa’ should cause plenty of concern within GMA Network. Following up a successful afternoon drama in ‘Ika-6 na Utos’ was no easy task, but no one expected ‘Contessa’ to fall way below expectations.
In the days leading up to its premiere there were some doubts on whether or not ‘Contessa’ will have a Saturday episode. Initially, GMA considered having ‘Contessa’ air only from Monday to Friday, but when the network realized that they lack suitable replacements for the 2:30 p.m. slot, they reluctantly added a Saturday episode on ‘Contessa’.
In doing so GMA gave ‘Contessa’ enormously high expectations to succeed. Unfortunately, ‘Contessa’ didn’t come close to sustaining ‘Ika-6 na Utos” high viewership, and it also didn’t help that its first foray into Saturdays failed to produce the desired result.
Perhaps it is those bandwagon viewers that only showed up during ‘Ika-6 na Utos’ and then switched to ‘It’s Showtime’ and other programs once it ended. Or perhaps GMA dramas have had a history of starting slow and then occasionally picking up ratings midway through.
Whatever the reason, it was clear that ‘Contessa’ underachieved from the get-go. Adding a Saturday episode was a huge mistake and the possibility of viewer burnout became more apparent.
But as far as GMA is concerned, ‘Contessa’ has had only one Saturday episode so far (there was no episode during Black Saturday) so it is too early to tell. Still, it remains to be seen whether or not succeeding episodes will increase viewership and give ‘Contessa’ some much-needed respectability.
If it does not improve, the onus is on GMA to end its Saturday experiment on ‘Contessa’. Good luck.