Kantar appointed to run Turkish Radio Audience Measurement currency service
Turkish radio industry body, RIAK, appoints Kantar to run service until 2024.
Istanbul, 15th October: Kantar, the world’s leading data, insights and consulting company, is today announcing that it will be delivering the radio ratings currency in Turkey for the next five years.
The awarding of this contract adds radio to Kantar’s provision of TV ratings and print readership data, cementing its place as the leading provider of media measurement currencies in Turkey.
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. This will help media owners to improve the buying and selling of advertising inventories, while media agencies and brands will be able to better optimise their media planning.
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.
Commenting on the announcement, İlhan Uzundurukan, Chairman of RIAK Board stated, “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.”
Mesut Sakal, CEO Kantar Eastern Europe & Middle East Media Division, added, “We are delighted to be working with RIAK and are already excited about the potential to improve the service by implementing our advanced metering technology after the first three years of the contract. As more consumers in Turkey listen to radio using different devices, the need to keep up with sophisticated measurement is essential to provide the currency for RIAK stakeholders.”
The news follows Kantar’s announcement last week of its award of the national radio measurement currency service in Sweden. Kantar now provides radio audience measurement services in 23 markets.