A social listening report from Capstone-Intel Corporation revealed that 70.1 percent of Filipino social media users love the recently released station ID of ABS-CBN, indicating that the “Pasko Ang Pinakamagandang Kwento” symbolizes hope and togetherness.
Capstone-Intel is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency.
Background
On Friday, ABS-CBN unveiled its newest Christmas Station ID, titled “Pasko ang Pinakamagandang Kwento.”
This year’s Christmas station ID was written by Robert Labayen and Lawrence Arvin Sibug, with music by Kiko Salazar and Jonathan Manalo arranged by Theo Martel and Tommy Katigbak, while Jonathan Manalo headed the vocal arrangement and overall music production.
Unlike the previous Christmas theme songs, this year’s station ID featured the halls of GMA and TV5 – ABS-CBN’s competing networks turned channels to air its shows following the shutdown of ABS-CBN.
Methodology
Capstone-Intel Corp. examined the online presence of ABS-CBN’s station ID in the country as a topic of discussion over the month, from November 4, 2023, to December 4, 2023, by utilizing all publicly accessible posts from social and non-social media platforms in order to gather the sentiments of the public about the station ID.
Facebook Performance
Capstone-Intel found that ABS-CBN’s “Pasko Ang Pinakamagandang Kwento” garnered a 177,729.2 engagement score for its 276 total post count, which yielded over 878,539 total reaction count. When broken down, “Facebook love” accounts for 70.1 percent of the total reactions, with 616,235. Followed by “Facebook like” with 237,201 reactions (27 percent), “Facebook haha” with 18,815 (2.1 percent), “Facebook wow” with 2,567 (0.3 percent), “Facebook angry” with 2,093 (0.2 percent), and “Facebook sad” with 1,629 reactions (0.2 percent).
Looking at the data, the majority of “Facebook love” and “Facebook like” reactions can be attributed to several Filipino social media users supporting and loving the recently released Christmas station ID of ABS-CBN.
Online mentions
Capstone-Intel likewise revealed that ABS-CBN’s “Pasko Ang Pinakamagandang Kwento” received 98.7 percent positive mentions, and the remaining 1.3 percent were negative mentions. This means that the article mentions that the brand was mostly angled positively. It is also worth noting that ABS-CBN’s “Pasko Ang Pinakamagandang Kwento” received 8,670,545 social media reach, while its non-social media reach yielded over 135,828 non-social media reach.
Top posts
In terms of top posts, the top post for ABS-CBN’s “Pasko Ang Pinakamagandang Kwento” was a Facebook post from ABS-CBN featuring the station ID itself, which received a 91,715.2 engagement score.
This was followed by another news report from the Philippine Star, which reported the station ID. This post yielded a total of 12,152.2 engagement score.
The third most engaging post for ABS-CBN’s “Pasko Ang Pinakamagandang Kwento” was a video from ABS-CBN News regarding the story of ABS-CBN’s station ID, yielding a total engagement score of 9,609.1.
