Star Radio Group chief operating officer Kudsia Kahar comments on the company's move to engage international market research firm GfK.
Star Radio Group (SRG) has assigned international market research company GfK to carry out radio audience measurement for its four radio brands – Red FM, SuriaFM, 988 and Capital FM.
SRG previously engaged Nielsen to carry out the measurement, which captured radio listening habits through the diary format. However, SRG identified the limitations posed by this conventional method of measuring radio listenership, due to the change in the media landscape and listeners’ lifestyle.
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