Kantar, a 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 which will serve as currency for radio audience measurement in 2021.

Earlier in 2014, Kantar was commissioned by the Radio Research Council (RRC) and KBP to conduct radio surveys covering 53 key cities nationwide.

The latest 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 the announcement, Jay Bautista, managing director of Kantar Philippines (Media Division) said: “This partnership will improve the understanding of radio audiences and how listening habits have evolved since the pandemic began.”

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.”

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