Kantar Media
commissioned as currency of radio industry in PH
Press Release
March 4, 2015
MAKATI CITY – 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.