NEWS14 April 2023

Kantar renews Philippines radio measurement contract

Asia Pacific Media New business News

PHILIPPINES – Media research firm Kantar Media has been commissioned by the Association of Philippine Broadcasters (KBP) to carry out a series of radio surveys to serve as the nation’s currency for radio audience measurement.


The 2023 surveys, which will be run by Kantar for a 10th consecutive year, for KBP (Kapisanan ng mga Brodkaster ng Pilipinas) will quantify radio audience behaviour in 26 key cities nationwide, including Manila, Cebu and Davao.

The KBP aims to form a common trading currency among industry stakeholders for research and analytics, as well as negotiating and developing partnerships to support radio’s role as an advertising medium.

Jay Bautista, managing director at Kantar Media, Philippines, said: “Kantar Media is pleased to be appointed, once again, as the official audience measurement partner of the association.

“Over the last 10 years, the partnership with the KBP has provided the advertising industry with broader and deeper insights about the Filipino radio audience.”

Ruperto Nicdao Jr, predident at KBP, and Herman Basbano, chairman at KBP, added: “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.”