Dubai, UAE โ June 11, 2019 โ According to Nielsen, a global measurement and data analytics company, 93% of the total UAE population aged 10 and above tuned into radio every week in the first quarter of 2019, which is on par with tune-in during the previous quarter. UAE residents and nationals listened to 60 million hours of radio in this period. The first-quarter measurement covers all radio listening from 2nd January 2019 to 31st March 2019.
Nielsenโs UAE Radio Audience Measurement measures listenership of 52 radio stations across the country among all individuals aged 10+. While Q4 2018 results showed a significant increase in listenership from the hot summer months of Q3 2018, data from the first quarter of this year shows consistency on the overall listenership. Listenership in Dubai and Northern Emirates continued to grow at 2% and 4%, respectively. Abu Dhabi remained the strongest of all the Emirates in the first quarter of 2019, with almost universal reachโ99.8%โof Abu Dhabi residents listening to radio in an average week. In Dubai, 92% of residents listen in an average week, and 88% in Northern Emirates. Sharjah is the only Emirate that saw a decline in reach from the previous quarter (86% vs. 91.8%).
Tidak ada pergeseran yang signifikan dalam tingkat pendengar di semua kelompok kebangsaan. Orang Arab tetap menjadi pendengar berat dan kelompok yang paling banyak mendengarkan, yaitu 99%, diikuti oleh orang Barat dengan 96%, orang Asia Selatan dengan 91% dan orang Filipina dan Asia Timur lainnya dengan 88%. Orang Filipina dan Asia Timur lainnya adalah satu-satunya kelompok yang menunjukkan pergeseran lebih dari 1%.
Pada Q1 2019, pendengar radio antara pukul 20.00-12.00 tetap lebih tinggi dibandingkan waktu-waktu puncak lainnya di siang hari, sehingga memberikan lebih banyak peluang bagi pengiklan untuk menjangkau target audiens melalui perencanaan radio yang cerdas.
Secara keseluruhan perbandingan antara Q1 2018 dan Q1 2019 menunjukkan bahwa tingkat pendengar di Q1'19 sedikit lebih rendah dibandingkan Q1'18 (jangkauan 95% di Q1 18 vs 93% di Q1 19). Rata-rata waktu mendengarkan harian turun hanya 5 menit.
โBusinesses in the UAE have had a challenging start to 2019, with reports of a difficult outlook ahead this year. The impact of this in the long term is still unknown, but our UAE RAM data for Quarter 1 has some indicators for the radio industry, says Sarah Messer, Director of Media for Nielsen MENA. The impact of this in the long term is still unknown, but our UAE RAM data for Quarter 1 has some indicators for the radio industry, says Sarah Messer, Director of Media for Nielsen MENA.
Whilst the UAE has unfortunately seen a couple of radio stations closing down in Q1, what we see in audience listening habits is people are still tuning in, in large numbers every week. Q1 19 audience reach is at a similar high level to the previous quarter (Q4 18) and year on year listening levels seen in Q1 2018. For advertisers this means they can still reach vast numbers of UAE residents effectively by targeting them in key radio listening day parts using the RAM detailed audience demographics, and maximise the impact of their radio spends.โ
Silakan hubungi tim Nielsen Media untuk mendapatkan panduan dan bantuan tentang cara memanfaatkan data RAM UEA dengan sebaik-baiknya untuk penargetan audiens dan perencanaan radio Anda: uae.radio@nielsen.com
Tentang Nielsen
Nielsen Holdings plc (NYSE: NLSN) adalah perusahaan pengukuran dan analisis data global yang menyediakan pandangan paling lengkap dan tepercaya tentang konsumen dan pasar di seluruh dunia. Pendekatan kami memadukan data milik Nielsen dengan sumber data lain untuk membantu klien di seluruh dunia memahami apa yang terjadi sekarang, apa yang akan terjadi selanjutnya, dan bagaimana cara terbaik untuk menindaklanjuti pengetahuan ini. Selama lebih dari 90 tahun Nielsen telah menyediakan data dan analisis berdasarkan ketelitian ilmiah dan inovasi, terus mengembangkan cara-cara baru untuk menjawab pertanyaan-pertanyaan terpenting yang dihadapi media, periklanan, ritel, dan industri barang konsumen yang bergerak cepat.
An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the worldโs population. For more information, visit www.nielsen.com.
ABOUT UAE RADIO AUDIENCE MEASUREMENT (RAM)UAE RAM starts with a strong foundation of a continuous Establishment Survey, which now consists of 23,920 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. Every quarter, 2,100 people aged 10 and above, 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 time-slots for the entire week in their chosen diary format.Nielsenโs UAE RAM data covers a range of demographic and lifestyle insights which can be combined with all the radio-listening behaviour metrics captured, including household demography, program ranking, time spent listening, device used for listening, place of listening, ebb and flow reports and station loyalty. For more information on UAE RAM, visit www.nielsen.com/uae-ram
