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PH’s KBP taps Kantar for radio audience measurement

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Manila, Philippines – Data and insights company Kantar has been commissioned by the Kapisanan ng mga Brodkaster ng Pilipinas (KBP or the Association of Philippine Broadcasters) to conduct radio surveys that will serve as currency for its radio audience measurement this year.

KBP is a long running non-government and non-profit organization of the broadcast media in the Philippines which has been around since the 70’s. It aims to represent the interests of the broadcast media in promoting free and responsible broadcasting and provides standards to its local media partners, including regulations in news, public affairs and commentaries, political broadcasts, children’s shows, as well as religious programming, and including advertising to its members.

Through the commission, 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.”

The radio survey will roll out across 19 key cities nationwide, including Mega Manila, Metro Cebu, Metro Davao, among others.

“Kantar is honored 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,” said Jay Bautista, managing director for the media division at Kantar Philippines.

He added, “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. said in a joint statement that their partnership with Kantar leverages the importance of radio to keep up with audience demands and stay relevant, as it needs a reliable source of information about its audiences in order to serve them better, especially in these challenging times. 
Kantar has recently launched media measuring tools to measure media channels and how audiences engage with them, including a cookie-less measurement tool by Kantar Australia aimed at connected TVs (CTVs) and podcasts.

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