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.
O período da pesquisa do primeiro trimestre de 2020 continua a relatar um alto alcance de rádio entre pessoas com mais de 10 anos nos Emirados Árabes Unidos. O alcance durante este trimestre foi de 92%, com mais de 57 milhões de horas de audiência semanal de rádio.
É importante destacar neste trimestre o aumento da audiência através de dispositivos móveis em 35% (crescendo de 34% no quarto trimestre de 2019), o que representa 2,9 milhões de ouvintes semanais. Os participantes do estudo que indicaram ouvir rádio pela internet também aumentaram um pouco, passando de 7% no quarto trimestre de 2019 para 8%. O restante da audiência de rádio ocorre por meio do rádio AM/FM. Embora a grande maioria do estudo RAM Q120 tenha sido realizada antes das restrições impostas em todos os Emirados Árabes Unidos para manter a segurança do país durante a crise de saúde, esses aumentos digitais podem indicar maneiras alternativas pelas quais os ouvintes continuaram a se envolver com o rádio durante a crise.
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.
Os anunciantes e agências podem utilizar os dados da RAM para compreender os hábitos de escuta de rádio por nacionalidade no país. O estudo do primeiro trimestre de 2020 volta a registar uma cobertura semanal de rádio de 100% entre os cidadãos dos Emirados Árabes Unidos, tendo a cobertura semanal entre os expatriados árabes também aumentado para 100%. Entre os ocidentais, a cobertura foi de 92%, e os indianos e filipinos (ambos com 92%) também mantiveram uma cobertura elevada.
“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.”
SOBRE A MEDIÇÃO DE AUDIÊNCIA DE RÁDIO NOS EUA (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.
Os dados RAM da Nielsen nos Emirados Árabes Unidos abrangem uma série de informações demográficas e sobre estilos de vida que podem ser combinadas com todas as métricas de comportamento de audiência de rádio capturadas, incluindo demografia doméstica, classificação de programas, tempo de audiência, dispositivo utilizado para ouvir, local de audição, relatórios de fluxo e refluxo e fidelidade à estação.
Sobre a 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.
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Zizie Wahid
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