Kantar Wins Philippines Radio Audience Currency Contract

Kantar 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.

In 2014, Kantar was commissioned by the Radio Research Council (RRC) and KBP to conduct radio surveys covering 53 key cities nationwide. The latest contract will cover nineteen cities including Mega Manila, Metro Cebu, and Metro Davao, among others. The KBP says that with the introduction of the Kantar studies as currency, it aims to establish a 'common ground' among industry stakeholders - not just for research and analytics, but also for negotiating and developing partnerships that demonstrate the power of radio as an advertising medium.

Commenting on the announcement, Jay Bautista (pictured), MD of Kantar Philippines (Media Division) said the partnership with the KBP 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 added: '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.'

Web sites: www.kantar.com and www.kbp.org.ph .