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ALDUB: Goodbye ALDUB? The Science Behind The Popular Love Team

One year ago, Aldub (a portmanteau of Alden Richards and Maine “Yaya Dub” Mendoza) was on the cover of Reader’s Digest December 2015 issue. On the hit noontime show Eat Bulaga, they cover at least an hour of airtime where Alden would visit Yaya Dub to bring her fishballs, flowers, and what not.

Was that really just a year ago? When the Aldub phenomenon hit us like a roaring quarterback, we were willing victims. We laughed and fell in love with Alden’s boy-next-door charm and Maine’s simplicity. Without noticing it, we were watching them on TV or on YouTube clips and smiling along as Maine gets kilig over Alden’s antics.

Aldub no more?

In January this year, Kantar Media showed that It’s Showtime, Eat Bulaga’s rival from ABS-CBN network, has overtaken the ratings game again. The nationwide share of It’s Showtime was 15.5% compared to Eat Bulaga’s 15.2%. During Aldub’s Tamang Panahon charity concert event at the Philippine Arena in October 2015, Eat Bulaga had its highest ratings of 40.1% compared to its rival’s measly 10.2%.

There was certainly a plateau back in January, but the “phenomenon” went downhill since then, and Kalyeserye officially closed its book in September.

Aldub is the perfect on-screen romance

To decode Aldub, you have to understand Filipino values and tradition. Aside from incorporating a “kalyeserye” loveteam in the Juan For All, All For Juan segment, Eat Bulaga instilled traditional Filipino values within the story.


Screen cap from the Instagram page of Maine Mendoza

Thanks to Lola Nidora’s (Wally Bayola) antics, we are treated to life and love lessons: the importance of waiting for the right time (thus, the hashtag #SaTamangPanahon) and letting the guy woo you and work for your hand. A personal favorite was when Lola Nidora literally used a ruler to measure the space between Alden and Yaya Dub. Indeed, young ones should learn the concept of space—both physically and emotionally.

Instead of going the same route as other loveteams with Aldub, which are all focused on the usual “kilig” (heart flutter) and excitement, Eat Bulaga went back to the core values that make up Filipino DNA. Though it was sad to see Kalyeserye say goodbye last September, it was time to close the chapter to what has been one incredible run. Besides, we still get to see Aldub on Eat Bulaga, and that’s a healthy dose of “kilig” every day.


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