JP Villanueva
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Last week, we discussed the supply-side perspective of the economics of noontime shows. This time around, we take on the perspective of consumers or the viewers of these noontime shows.
The basic premise of analyzing the demand side of the market is CHOICE. Rational choice theory in Economics seeks to explain human behavior by assuming individuals are rational decision-makers who carefully weigh the costs and benefits of different choices. While it is typically applied to areas such as economics and politics, we can explore how it relates to the choice of watching noontime shows.
According to this theory, individuals aim to maximize their utility or satisfaction when making decisions. So when making decisions on choosing which noontime show the viewers would like to watch, there are several factors that they may consider.
The first and foremost factor is the viewers’ taste and preferences. Individuals may have personal preferences for specific segments, themes or hosts. They consider what they enjoy the most and choose the noontime show aligned with their preferences. There were loyal viewers of Eat Bulaga that when the original hosts left, they followed them to their new show, E.A.T. There were some loyal Kapuso viewers who stayed on watching Eat Bulaga on GMA. However, with the broadcast of It’s Showtime on GTV, some of these Kapuso shifted to watching the ABS-CBN show which already has a following that has kept them afloat for about 12 years now.
The second factor is time allocation. Time is a limited resource, and people make choices based on the opportunity cost involved. Opportunity costs is the cost of the choice that is foregone because of choosing the other. Viewers evaluate the benefits of watching a particular noontime show compared to other activities they could engage in during that time. Noontime is when most Filipinos stop their daily routines for lunch and siesta after. Noontime shows are said to be the “kasalo” of Filipinos while eating their lunch. As to opportunity cost, some loyal viewers of Eat Bulaga chose to just turn off their TV and have a longer siesta time instead of watching the show with the new hosts.
Third, availability and accessibility. The availability of noontime shows affect decision-making. Viewers may choose noontime shows that are readily accessible through streaming platforms or networks they subscribe to, ensuring they can easily access and enjoy them. This is the reason why It’s Showtime survived even after the ABS-CBN franchise was not renewed. They strengthened their online presence on various social media platforms. Furthermore, aside from the TV ratings, the cumulative number of viewers on online platforms is now considered to determine which noontime show is most viewed.
The fourth factor is reviews and recommendations. Rational decision-makers often seek information to make informed choices. People may consider reviews, rating and recommendations from friends, critics, or online sources to gauge the quality and appeal of a noontime show. This is the reason why TV shows employ the services of PR or marketing professionals, social media influencers, celebrity endorsers and promotions. I remember watching Nanay Cristy Fermin’s vlog and her bias for TVJ was very obvious that it made it seem that she was actually endorsing them and their show and downplaying the competitors. During It’s Showtime’s premier episode on GTV, there were many Kapuso stars that joined the opening production number, practically endorsing It’s Showtime to loyalists of the Kapuso channel.
Fifth, social influence. Rational choice theory recognizes that social factors can impact decisions. Individuals might choose a noontime show that aligns with their social identity or to facilitate conversations with friends and colleagues. Vice Ganda is the main host of It’s Showtime and is a member of the LGBTQIA+ community. There is a higher likelihood that if one is a member of LGBTQIA+ community (or an ally), he/she would be swayed to watching It’s Showtime. Eat Bulaga OG has more following from the lower C, D and E classes, maybe because of their segments that have more “masa” appeal. That may be the reason why E.A.T. just rehashed their segments because these appeal more to their loyal viewers.
The sixth factor is escapism and relaxation. While TV shows, in general, can serve as a form of relaxation and escapism for daily stress. People may make choices based on their desire for entertainment, emotional engagement, or a break from their routine. Whenever studio audiences are asked why they want to watch the show live, they would say that they want to be happy, “gusto lang sumaya”. Viewers in their respective homes would be happy watching. For a few hours, they would forget the problems of the world and just be happy.
Lastly, cost and benefits. While TV shows often have no direct financial costs, individuals may still consider their time commitment, emotional investment, or potential opportunity costs associated with watching a noontime show. They weigh the benefits they anticipate against these costs.
It is important to note that individuals may not always make strictly rational choices when it comes to their choice of noontime show. Emotions, personal biases, and other factors can also influence decisions. Rational choice theory provides a framework for understanding decision-making, but it is not the sole determinant of human behavior.
Sometimes, the choice one viewer would make is which noontime show will he/she watch live and which ones will be watched later. The good thing now is that although there is a stiff competition among the noontime shows, viewers are at an advantage because they could still watch the other shows at a later time because these are on YouTube or Facebook. In the end, the viewers win because they get entertained anytime by these noontime shows.