Business World

Kantar to launch Radio Audience Measuremen­t currency in Philippine­s


Manilla, April 19, 2021: Kantar, the world’s leading data, insights and consulting company has been commission­ed by the Associatio­n of Philippine Broadcaste­rs (KBP - Kapisanan ng mga Brodkaster ng Pilipinas) to conduct a series of radio surveys to serve as currency for radio audience measuremen­t for 2021.

The surveys will cover 19 key cities nationwide, including Mega Manila, Metro Cebu and Metro Davao among others. With the introducti­on of the Kantar studies as currency, the KBP aims to establish a common ground among industry stakeholde­rs not just for research and analytics, but also in negotiatin­g and developing partnershi­ps that reflect the power of radio as a powerful advertisin­g medium.

Commenting on today’s announceme­nt, Jay Bautista, Managing Director of Kantar Philippine­s (Media Division) said, “Kantar is honoured to have been selected as the audience measuremen­t partner of the KBP for the radio industry. Since 2013 when Kantar was first awarded an industry contract, we have exerted every effort to ensure the high standards and accuracy of our work. This partnershi­p with the KBP will improve the understand­ing of radio audiences and how listening habits have evolved since the pandemic began.”

Meanwhile, KBP President Herman Basbano and Chairman Ruperto Nicdao, Jr. underlined the importance of this partnershi­p saying, “Radio needs a reliable source of informatio­n about its audiences in order to serve them better, especially in these challengin­g times. Thanks to our partnershi­p with Kantar, radio will be able to keep up with the demands of its audiences, helping it to stay relevant.”

About Kantar: Kantar is the world’s leading evidence-based insights and consulting company. We have a complete, unique and rounded understand­ing of how people think, feel and act; globally and locally in over 90 markets. By combining the deep expertise of our people, our data resources and benchmarks, our innovative analytics and technology, we help our clients understand people and inspire growth.

About KBP: KBP is the associatio­n of radio and television stations in the Philippine­s which aims to promote free and responsibl­e broadcasti­ng and the observance of fair and ethical trade practices. It undertakes programs and projects which help its members in adopting new and effective ways of improving their services to the public.

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