Philippine Broadcasters Expand Kantar Contract

Kantar Media has been commissioned by the Association of Philippine Broadcasters (KBP) to conduct a series of radio surveys which will serve as the country's currency for radio audience measurement.

This latest win represents the tenth consecutive year that Kantar Media has partnered with the KBP (Kapisanan ng mga Brodkaster ng Pilipinas). The newly commissioned 2023 surveys will quantify radio audience behaviour in 26 cities nationwide, including radio markets such as Mega Manila, Metro Cebu and Metro Davao, among others. The KBP intends to use the Kantar commissioned studies to establish a common trading currency among industry stakeholders.

KBP President Ruperto Nicdao, and Chairman Herman Basbano, commented: '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'.

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