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Philippine News

Brand & Business: Kantar to launch Radio Audience Measurement currency in Philippines

MANILA, PHILIPPINES — 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.”

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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.”

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