Tag: Radio measurement

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.

Kuala Lumpur, Malaysia – Around 97% of Malaysians living in Peninsula Malaysia still listen to radio, averaging to 21,573,000 radio listeners every week. This was according to the latest data from data intelligence company Growth from Knowledge (GfK) in partnership with Commercial Radio Malaysia (CRM).

The data reveals that there are 6,694,000 listeners in a week amongst people aged 25 to 39 years old. It indicated an increase of 123,000 listeners as compared to the previous wave.

Moreover, the data notes that the highest radio listening location is in cars with 15,104,000 weekly listeners, followed closely by 14,755,000 of home listeners in a week. Workplace listeners accounted for 2,004,000 of weekly listeners.

Among the key languages in Malaysia, Bahasa Malaysia stations are the most popular with 14,047,000 listeners every week. They are trailed by the Chinese stations with 4,949,000 listeners, followed by English stations at 4,320,000 listeners and Tamil stations at 1,831,000 listeners.

In terms of scheduling, the study also showed that the weekday breakfast shows (Monday to Friday, 6 am to 10 am) continue to be a hit attracting 15,378,000 listeners every week, while the weekday drive time shows (Monday to Friday, 4 pm to 8 pm) trailing closely behind, reaching 14,954,000 listeners in a week.

Loy Ekzan, vice president at Commercial Radio Malaysia, said, “As the country opens up, radio listening has come back stronger than ever. Its accessibility to drive a mass pool of listeners to on-ground events, radio broadcasters’ websites, mobile apps and social media pages has allowed it to grow and has proven itself to be quite a resilient medium. With a wide reach and immediate delivery, it is an effective medium for advertisers to get their message in front of across to their target consumers.”

Meanwhile, June Pang, media measurement lead for Malaysia at GfK, commented, “The Radio Audience Measurement Study conducted by GfK reveals that radio remains an influential and strong medium in Malaysia. With more people listening to the radio in the morning, it is evident that people across all age groups choose radio for their daily dose of music, relaxation and news updates during their commute to school and work.”

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.