Credits: TVJ - Carren Eistrup's Birthday last February 5 episode of Eat Bulaga!
The noontime landscape in the Philippines remains as competitive as ever, but the latest NUTAM People Ratings (Nielsen Phils. TAM) reveal a clear frontrunner for the final week of January 2026. Eat Bulaga, airing on TV5, continues to hold a steady lead over its long-time rival, It’s Showtime on GMA, proving that the legendary "Dabarkads" still command a loyal audience.
The Numbers Game: A Week in Review
Based on preliminary/overnight data from January 23 to January 29, 2026, Eat Bulaga consistently stayed ahead in the single-channel ratings department.
| Date (2026) | Eat Bulaga (TV5) | It's Showtime (GMA) | Lead |
| Jan 23 (Fri) | 3.1 | 2.8 | +0.3 |
| Jan 24 (Sat) | 3.0 | 2.7 | +0.3 |
| Jan 26 (Mon) | 3.2 | 2.5 | +0.7 |
| Jan 27 (Tue) | 3.2 | 2.5 | +0.7 |
| Jan 28 (Wed) | 3.1 | 2.6 | +0.5 |
| Jan 29 (Thu) | 2.9 | 3.0 | -0.1 |
Analysis: Consistency is King
While It’s Showtime managed to pull off a last-minute surge on Thursday, January 29, with a 3.0 rating—narrowly beating Eat Bulaga’s 2.9—the overall week belonged to the TVJ-led program. The Dabarkads reached their peak on Monday and Tuesday, hitting a solid 3.2, while It's Showtime experienced a slight mid-week dip to 2.5.
The data suggests that Eat Bulaga’s traditional segments and the enduring chemistry of the TVJ trio (Tito, Vic, and Joey) remain a formidable force. Meanwhile, It's Showtime continues to rely on its energetic "Madlang People" fan base and segments like Laro Laro Pick to stay within striking distance.
What’s Next for the Noontime War?
As we move into February, the question remains: Can It’s Showtime maintain the momentum from their Thursday win, or will Eat Bulaga reclaim its dominance? With both shows innovating their segments and bringing in fresh talent, the real winners are the Filipino viewers who get double the entertainment every afternoon.
Stay tuned for more updates on the latest TV ratings and showbiz news!
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