There has been a lot of speculation circulating with regard to who should get the TV rights for the PBA. Now that Solar was given the priviledge, I am posting some elements of the presentation for many to appreciate why the board decided Solar.
In my opinion, the process was already questionable with ABS-CBN being given an exclusive window to deal with the PBA. This is why ABC5 pulled out noticing the inherent advantage of being able to negotiate exclusively.
Reach & Ratings. This in my opinion was the biggest concern of the board. There is an erroneous perception that Studio 23 rates higher than most channels outside 2 and 7. Solar used actual AGB Nielsen ratings from the last 3 years which showed that RPN has better reach and ratings than Studio 23. Overall, GMA is the clear leader with ABS in 2nd place. QTV is in 3rd while ABC and RPN have been contesting the 4th spot all year. Studio 23 at the time of the presentation was actually in 7th place behind the combination of all cable channels. The latest numbers from early May had RPN in 4th place with the NBA playoffs in full swing and Studio 23 still in 7th behind the combination of all cable channels.
The board commissioned AC Nielsen to do a study in reach. RPN was ahead of Studio 23 in Megamanila while the opposite was true in the provinces. But overall combined, RPN was higher. In fact, based on the surveys, Studio 23 reach in Megamanila was lower than ALL the VHF channels ABC, NBN, ABC, RPN, IBC, QTV and of course ch2 and ch7. It was a glaring advantage that made a difference in actual reach and ratings. The PBA also asked Mindshare, one of biggest and most respected media agencies in the world with brands like Ford, Gatorade, and Nike in their fold. They are also the media planning agency of of Smart Communications, one of the PBA teams. The agency overwhelmingly recommended RPN 9 over studio 23 based on their projections and data (also from AGB Nielsen).
The most convincing statistic on ratings was when Solar showed actual ratings of the one program that was shown on both RPN and Studio 23, which were the PBL games. Ratings for the the PBL Finals in 2007 (on Ch9) more than doubled that of the the PBL Finals in 2006 (on St23). Same program. Different Channels. Twice the ratings.
Another erroneous perception that had to be dispelled by actual data was that the UAAP games rated higher than PBA or even NBA. Actual UAAP average ratings on Studio 23 were only 1/3 that of PBA on ABC, and 1/2 of NBA on RPN. In fact, even the cheering competition rated higher than the actual UAAP finals. Even the boxing matches shown on Studio 23 rated lower than those that were shown on RPN. Among sports programs, the RPN boxing slots rated the highest (outside of the Pacman fights which were even higher), followed by the PBA games on ABC, then the NBA games on RPN. So the UAAP, even with all the cross promotions, has never even come close to rating better than the NBA and the PBA.
So until the time ABS-CBN decides to put all the games live on Channel 2, RPN was the better network vs Studio 23 for reach and ratings based on AGB Nielsen data. (more reasons in the next few days)