Dubai, UAE – June 11, 2019 – 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.
Nielsen’s 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 reach—99.8%—of 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%).
Nie odnotowano znaczących zmian w poziomach słuchalności we wszystkich grupach narodowościowych. Arabowie nadal są najchętniej słuchaną grupą z wynikiem 99%, następnie mieszkańcy Zachodu z 96%, Azjaci z Południa z 91% oraz Filipińczycy i inni Azjaci ze Wschodu z 88%. Filipińczycy i inni Azjaci wschodni to jedyne grupy, które wykazały zmianę o ponad 1%.
W pierwszym kwartale 2019 r. słuchalność radia w godzinach 20:00-12:00 utrzymywała się na wyższym poziomie niż w innych szczytowych godzinach w ciągu dnia, dając reklamodawcom znacznie więcej możliwości dotarcia do docelowych odbiorców dzięki inteligentnemu planowaniu radia.
Ogólne porównanie między 1. kwartałem 2018 r. a 1. kwartałem 2019 r. pokazuje, że poziomy słuchalności w 1. kwartale 19 r. były nieco niższe niż w 1. kwartale 18 r. (95% zasięgu w 1. kwartale 18 r. w porównaniu z 93% zasięgu w 1. kwartale 19 r.). Średni dzienny czas słuchania spadł o zaledwie 5 minut.
“Businesses 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.”
Skontaktuj się z zespołem Nielsen Media, aby uzyskać wskazówki i pomoc w jak najlepszym wykorzystaniu danych UAE RAM do targetowania odbiorców i planowania radiowego: uae.radio@nielsen.com
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Nielsen Holdings plc (NYSE: NLSN) to globalna firma zajmująca się pomiarami i analizą danych, która zapewnia najbardziej kompletny i godny zaufania obraz konsumentów i rynków na całym świecie. Nasze podejście łączy zastrzeżone dane Nielsen z innymi źródłami danych, aby pomóc klientom na całym świecie zrozumieć, co dzieje się teraz, co będzie się działo w przyszłości i jak najlepiej wykorzystać tę wiedzę. Od ponad 90 lat Nielsen dostarcza dane i analizy oparte na rygorze naukowym i innowacyjności, nieustannie opracowując nowe sposoby odpowiadania na najważniejsze pytania stojące przed mediami, reklamą, handlem detalicznym i branżą dóbr szybkozbywalnych.
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.
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.Nielsen’s 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
