NEWS18 October 2019

Kantar to measure Turkish radio audiences

Europe Media New business News

TURKEY – Data, insights and consulting firm, Kantar, has been appointed to run the radio ratings currency in Turkey for the next five years.

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The contract adds radio to Kantar’s existing media measurement work in Turkey which includes TV ratings and print readership data.

Kantar’s Radio Audience Measurement will provide the RIAK and its stakeholders with analysis of what, how and when people are listening to radio content throughout the day across platforms and devices.

The new service will begin this month initially through a CATI panel of 20,000 individuals with a day-after-recall methodology. Data reporting will be made available through Kantar’s Instar software to RIAK and Turkish broadcasters from November 2019.

İlhan Uzundurukan, Chairman of RIAK Board said: “Given the growth of radio listening and changes in consumer behaviour in Turkey, we want to ensure we have the best currency measurement service in place. We have been very impressed with Kantar’s radio measurement in other markets and their ability to support both our needs for today, and their ability to quickly innovate as our needs evolve.”

Last week, Kantar announced it had won the national radio measurement currency service in Sweden, taking Kantar’s radio audience measurement services to 23 markets.