Dubai, UAE – Jun. 3, 2020: Nielsen’s UAE Radio Audience Measurement (RAM) service’s first quarter 2020 data shows that 7.82 million persons listen to radio weekly. The time spent listening is led by Persons 45-54 who spend 7 hours and 46 minutes listening and Persons 25-34 who spend 7 hours and 44 minutes weekly.
Der Erhebungszeitraum des ersten Quartals 2020 zeigt weiterhin eine hohe Radioreichweite bei Personen ab 10 Jahren in den VAE. Die Reichweite lag in diesem Quartal bei 92 %, wobei wöchentlich über 57 Millionen Stunden Radio gehört wurden.
Besonders erwähnenswert ist in diesem Quartal der Anstieg der Hörerschaft über ein mobiles Gerät auf 35% (von 34% in Q419), was 2,9 Millionen der wöchentlichen Hörer ausmacht. Die Studienteilnehmer gaben an, dass sich das Radiohören über das Internet ebenfalls etwas verbessert hat, und zwar von 7 % in Q419 auf 8 %. Das restliche Radiohören erfolgt über das AM/FM-Radio. Während die überwiegende Mehrheit der RAM-Q120-Studie vor den Einschränkungen durchgeführt wurde, die in den VAE zum Schutz des Landes während der Gesundheitskrise eingeführt wurden, könnten diese digitalen Zuwächse auf alternative Wege hinweisen, auf denen die Hörer während der Krise weiterhin Radio hören.
No other measurement service in the UAE creates opportunities for increased success among marketers and advertisers by helping them learn more about the unique UAE population as Nielsen’s Radio Audience Measurement service. Our large-sized Establishment Survey provides insights into the UAE radio listener across not only age and gender but also across Nationality and by Emirate. The UAE radio listener profiles and habits can only be learned through our gold standard Nielsen RAM service.
Werbetreibende und Agenturen können die RAM-Daten nutzen, um die Radiogewohnheiten nach Nationalität im Land zu verstehen. Die Studie für das erste Quartal 2020 weist erneut eine wöchentliche Radioreichweite von 100 % bei den VAE-Bürgern aus, und auch die wöchentliche Reichweite von Expat-Arabern stieg auf 100 %. Bei den Westlern lag die Reichweite bei 92 %, und auch Inder und Filipinos (beide 92 %) blieben auf hohem Niveau.
“We really see once again the true strength in radio in the UAE with the Q1 2020 data release”, says Sarah Messer, Nielsen Director of Media for MENAP. “Although movement restrictions were originally announced towards the end of March, homeschooling was already in place and many people had already curtailed their time outside. To see that despite the external environment, radio maintains such universal levels of reach and listenership across Emirates and nationalities, is a testament to the strength of radio in the country. It’s interesting to see that the time of day of listening changed slightly in Q1 compared to the other quarters, suggesting listeners shifted their habits to accommodate their different home-based routine.”
ÜBER UAE RADIO AUDIENCE MEASUREMENT (RAM)
UAE RAM starts with a strong foundation of a continuous Establishment Survey, which now consists of nearly 26,000 face to face interviews across all seven emirates in the UAE. The Establishment Survey enables Nielsen to determine population dynamics and ensure its collection of radio data is balanced and representative. A ‘hybrid diary’ methodology is used for the research, introducing both a traditional paper diary and an innovative electronic diary to respondents, to measure robust information on radio listening. 2100 persons aged 10+, representing all nationalities and languages across the emirates are asked to record their radio listening activities for seven consecutive days. They record their listening in 15-minute increments for the entire week in their chosen diary format.
Die UAE-RAM-Daten von Nielsen umfassen eine Reihe von demografischen und Lifestyle-Informationen, die mit allen erfassten Metriken zum Radiohörverhalten kombiniert werden können, einschließlich Haushaltsdemografie, Programmranking, Hördauer, Hörgerät, Hörort, Ebbe und Flut sowie Sendertreue.
Über Nielsen
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media, the arbiter of truth for media markets, provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow.
Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge.
An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
Kontakt
Nielsen
Zizie Wahid
zizie.wahid@nielsen.com
+971 52 657 4197
