As of May 2025, the competition between two of the Philippines’ most-watched noontime shows, It’s Showtime (Airing on GMA Network via GTV) and E.A.T (Broadcasting on TV5), has intensified. Both programs are cornerstones of Filipino entertainment, bringing a mix of comedy, variety, and live interaction. But with changes in hosts, format tweaks, and shifting audience preferences, which show is really leading the ratings game in 2025?
Ratings Breakdown: Who’s Ahead This Year?
According to the latest data released by AGB Nielsen and Kantar Media as of April 2025, It’s Showtime has edged slightly ahead in Mega Manila and nationwide ratings, with a consistent 5.8% average against E.A.T’s 5.3%. However, E.A.T holds a stronger presence in rural and Central Visayas markets, appealing to traditional viewers and loyal followers of its long-time hosts.
Here’s a snapshot of the current numbers:
| Region | It’s Showtime (GTV) | E.A.T (TV5) |
|---|---|---|
| Mega Manila | 6.1% | 5.2% |
| Luzon | 5.7% | 5.5% |
| Visayas | 5.0% | 5.6% |
| Mindanao | 5.6% | 5.3% |
| Nationwide Average | 5.8% | 5.3% |
While the margin is narrow, these figures highlight a significant shift since 2024, when E.A.T had initially taken the lead during its highly publicized launch.
Content and Format Innovations
It’s Showtime has embraced interactive segments and integrated social media voting mechanisms, which resonate with Gen Z and millennial audiences. Segments like “EXpecially For You” and “Isip Bata” have drawn viral traction on TikTok and YouTube Shorts, often racking up millions of views within hours.
E.A.T, on the other hand, maintains a classic approach, focusing on long-form comedy skits, live games, and nostalgic musical numbers. Its core appeal lies in its legacy trio — Tito Sotto, Vic Sotto, and Joey de Leon — who still command massive respect among older viewers. However, critics argue that E.A.T has yet to significantly evolve in response to modern content trends.
Platform Reach and Digital Engagement
In 2025, reach isn’t just about TV sets. It’s Showtime has leveraged its ABS-CBN digital ecosystem, including Kapamilya Online Live, iWantTFC, and YouTube livestreams. Their real-time chat interactions and fan-driven campaigns have enhanced visibility, especially overseas.
E.A.T, meanwhile, has partnered with Cignal Play and maintains strong Facebook and TikTok engagement. However, its reach remains largely local, and it has yet to capture as much of the OFW (Overseas Filipino Workers) demographic that Showtime dominates.
Talent Dynamics and Public Perception
Host charisma plays a crucial role. Vice Ganda remains a polarizing yet magnetic figure, drawing both praise and criticism but undeniably boosting It’s Showtime‘s relevance. Meanwhile, the E.A.T team leans on familiarity and legacy, but lacks younger personalities to balance the generational mix.
The recent inclusion of rising stars like Awra Briguela and Ion Perez on Showtime, along with frequent celebrity guestings, adds freshness to its lineup. E.A.T’s attempt to bring in younger hosts has seen mixed reactions, with some viewers welcoming the move and others preferring the original trio’s dominance.
Conclusion: A Tight Race with Shifting Tides
As of May 2025, It’s Showtime holds a modest but meaningful lead in ratings and digital engagement. Its ability to innovate, connect with younger viewers, and maintain dynamic content makes it the current frontrunner. However, E.A.T continues to offer stability, nostalgia, and consistent fan loyalty. The race remains close, and future shifts in cast, format, or even network partnerships could easily tilt the balance.
FAQ
Which show has higher ratings in 2025?
As of May 2025, It’s Showtime leads with a 5.8% nationwide average rating, compared to E.A.T’s 5.3%.
Why is It’s Showtime more popular with younger viewers?
It’s due to its integration of digital platforms, trendy segments, and youthful hosts that appeal to Gen Z and millennials.
What makes E.A.T still competitive?
E.A.T’s loyal fanbase, comedic trio, and classic format continue to resonate with older and rural audiences.
Is either show available internationally?
Yes, It’s Showtime streams globally via iWantTFC, while E.A.T is accessible through Cignal Play.
Could the ratings shift again this year?
Absolutely. A major segment hit, host change, or viral moment could easily shake up the current ratings hierarchy.
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