Manila, Philippines – Market research firm Kantar Media has been tapped by the Kapisanan ng mga Brodkaster ng Pilipinas (Association of Philippine Broadcasters) to conduct a series of radio surveys to serve as the currency for radio audience measurement. This latest win represents the tenth consecutive year that Kantar Media has partnered with the KBP.
Through this year’s surveys, Kantar Media will quantify radio audience behaviour in 26 key cities nationwide, including key radio markets like Mega Manila, Metro Cebu and Metro Davao among others.
With the establishment of the Kantar commissioned studies as currency, the KBP aims to establish a common trading currency among industry stakeholders not just for research and analytics, but also in negotiating and developing partnerships that reflect radio’s power as an advertising medium.
Commenting on today’s announcement, Jay Bautista, managing director of Kantar Media Philippines said, “As the KBP celebrates its 50th anniversary, Kantar Media is pleased to be appointed, once again, as the official audience measurement partner of the association. Over the last 10 years, the partnership with the KBP has provided the advertising industry with broader and deeper insights about the Filipino radio audience.”
Meanwhile, KBP President Ruperto Nicdao, Jr. and Chairman Herman Basbano underlined the importance of this partnership.
“Radio research is an invaluable tool for us to highlight the importance of the medium. The renewed vibrancy of advertising through radio was brought about by the regular conduct of surveys which provide guidance to media agencies and clients in deciding their media mix. We thank Kantar Media for this continued partnership,” they said.
KBP has tapped Kantar Media back in 2021 for the same radio surveys, with it previously scoping only 19 cities.
