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.
2020年第1四半期の調査でも、UAEにおける10歳以上のラジオ聴取率は引き続き高い。今期の聴取率は92％で、1週間のラジオ聴取時間は5,700万時間を超えた。
今期注目すべきは、モバイル機器経由の聴取が35％（Q419の34％から増加）と増加し、週間聴取者の290万人を占めたことである。インターネット経由でラジオを聴くという調査参加者の割合も、Q419の7％から8％へと若干改善した。残りの聴取者はAM/FMラジオである。RAM Q120の調査の圧倒的多数は、UAE全土で健康危機の間、国の安全を守るための規制が敷かれる前に実施されたが、こうしたデジタルでの増加は、リスナーが危機の間、ラジオと関わり続けた別の方法を示しているのかもしれない。
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.
広告主や代理店はRAMのデータを活用することで、国内の国籍別のラジオ習慣を理解することができる。2020年第1四半期の調査では、アラブ首長国連邦（UAE）国民とアラブ人駐在員の週間ラジオ聴取率が再び100％に達した。欧米人のリーチは92％で、インド人とフィリピン人（ともに92％）も高水準を維持している。
“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.”
ニールセンについて UAE ラジオ視聴者測定（ラム）
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.
ニールセンのUAE RAMデータは、世帯統計、番組ランキング、聴取時間、聴取デバイス、聴取場所、潮の干満レポート、放送局のロイヤルティなど、ラジオ聴取行動に関するすべての指標と組み合わせることができる、人口統計やライフスタイルに関するさまざまなインサイトを網羅している。
ニールセンについて
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.
連絡先
ニールセン
ジジー・ワヒド
zizie.wahid@nielsen.com
+971 52 657 4197
