Dubai, UEA - 6 Februari 2019: Menurut Nielsen, sebuah perusahaan pengukuran dan analisis data global, 93% dari total populasi UEA yang berusia 10 tahun ke atas mendengarkan radio setiap minggunya pada kuartal keempat tahun 2018, yang mana angka ini lebih tinggi 4% (307.000 pendengar) jika dibandingkan dengan kuartal sebelumnya, dan mencapai level yang sama tingginya jika dibandingkan dengan kuartal keempat tahun 2017. Penduduk dan warga negara UEA mendengarkan 61,5 juta jam radio pada periode ini. Pengukuran kuartal keempat mencakup semua pendengar radio dari tanggal 1 Oktober hingga 31 Desember 2018.
Nielsenโs UAE Radio Audience Measurement measures listenership of 53 radio stations across the country among all individuals aged 10+. While quarter 3 results showed that for the hot summer months, with residents traveling out of the country, listening in Dubai and Northern Emirates saw a significant decline, in quarter 4 these Emirates bounce back and much of the growth in listening is seen here. ย Abu Dhabi is again the strongest of all the Emirates in the fourth quarter of 2018 with almost universal reach – 99.9% of Abu Dhabi residents listen to radio in an average week. In Dubai 90% of residents listen in an average week, and 85% in Northern Emirates. Sharjah continued to maintain levels similar to that of the previous quarter with an increase of just 1% (Sharjah 92% reach)
Although the listenership for Emirati and Expat Arab nationality groups maintained levels similar to that of the previous quarter, it’s the Filipino (10% growth Q on Q) and South Asian (5% growth Q on Q) nationality groups which have had a significant positive impact on the reach of radio in Q4โ18.
With now five reported Nielsen UAE RAM quarters from Q4 2017 to this most recent release, Q4 2018, we have consistently seen continuous levels of listening throughout the day and weekend, as well as unexpected high levels of listening in the late evening. ย ย We see again in these results, listening between 8 p.m.-12 a.m. is higher than at any of the other peak times during the day, giving radio advertisers many more opportunities to reach their target audience through smart radio planning.
Ini adalah pertama kalinya bagi Nielsen UEA RAM bahwa industri ini dapat melihat perbandingan dari tahun ke tahun, Q4'17 vs Q4'18. Menariknya, lima stasiun radio teratas di Q4'17 masih berada di posisi 5 besar di Q4'18, yang menunjukkan pendengar UEA yang setia. Perbandingan secara keseluruhan menunjukkan bahwa tingkat pendengar antara Q4'17 dan Q4'18 tetap serupa (jangkauan 90% di Q4 18 vs 93% di Q4 17). Terdapat sedikit penurunan dalam waktu yang dihabiskan untuk mendengarkan radio; rata-rata pendengar di Q4'18 mendengarkan radio selama sembilan menit lebih sedikit per minggu. ย
โWe expect the last quarter of the year to be a busy period for all categories and industries as people return to the region after the long summer months and school holidays. ย UAE radio has a significant boost in listenership in Q4, in-line with that expectation. With residents enjoying a long weekend holiday for UAE National Day, and arguably the best weather the UAE has to offer in these months, residents are staycation-ing and welcoming family and friends visiting from overseas.โ said Sarah Messer, Director Media – Arabian Peninsula and Pakistan, Nielsen. Messer added, โWith such a focus on enjoying life in the UAE, itโs not surprising we see radio listening levels jump back up to pre-summer levels, as people are out and about, and taking their favourite radio stations and music with them on their travels.โ
"Sangat menyenangkan bahwa setelah satu tahun mengukur pendengar radio, dengan setiap rilis data baru, kami sekarang dapat melihat ke belakang dan membandingkan pendengar dengan kuartal yang sama di tahun sebelumnya. Melihat tren yang muncul hanya memperkuat posisi radio UEA sebagai media hiburan yang signifikan bagi penduduk UEA. "
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. High-quality media currencies around the world are audited and Nielsenโs UAE RAM is no exception, being audited by professional services firm PwC. PwCโs audience measurement team monitors Nielsenโs measurement activities closely and examines the methodology Nielsen uses to prepare the UAE RAM offering and provides independent assurance over the application of the methodology in calculating and reporting the UAE RAM data. For more information on UAE RAM, visit www.nielsen.com/uae-ram
