Kantar Media, one of the country’s leading television audience measurement providers, was commissioned by the Radio Research Council (RRC) and Kapisanan ng mga Brodkaster ng Pilipinas (KBP) for a series of radio surveys to serve as currency of radio listenership.
This year, KBP will give networks, media agencies, advertisers, and other stakeholders in the industry free access to the data. Also providing support is the MSAP or the Media Specialist Association of the Philippines that established the specifications and evaluation of suppliers for the Kantar Media studies.
The survey will cover 53 key cities nationwide, including Cebu, Davao, Dagupan, Cagayan De Oro, Bacolod, and Iloilo. The project was awarded to Kantar Media last December 2014, and will be running throughout 2015. With the establishment of Kantar Media-commissioned studies as currency, RRC and KBP aim to establish a common ground among industry stakeholders not just for research and analytics, but also in negotiating and developing partnerships.
Kantar Media is very proud to take on this project. “Kantar Media is honored to have been selected as the audience measurement partner of the KBP for the radio industry. This endorsement is a validation of the high standards, quality and data accuracy of our work. This partnership with the KBP will enrich our research and knowledge in radio listenership,” Gabriel Buluran, Kantar Media General Manager said.
Meanwhile, KBP president Ruperto Nicdao Jr. and vice chairman Butch Canoy stressed the importance of this partnership saying, “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."
Furthermore, Angelito ‘BoyP’ Pangilinan, RRC chairman added, “Kantar’s consolidated proposal for radio audience measurement and monitoring of spots as they are implemented turned out to be most cost-efficient. Now, the industry will not only be guided as to what stations to select, they will also have a way to monitor implementation without having to make those trips for the customary media checks.”
This partnership cements Kantar Media as the currency for the radio industry. The data findings from Kantar Media will be provided for free by RRC and KBP to MSAP, the Association of Accredited Advertising Agencies-Philippines (4A’s), and the rest of the industry.