Radio continues to show its strength as a robust medium of information and entertainment among the population in the United Arab Emirates (UAE), as revealed in the second wave of Nielsen’s UAE Radio Audience Measurement (UAE RAM) conducted in Q1 2018.
Despite the increasing influence of digital mediums in the country that provide new ways to engage with media, radio has only gotten stronger, reaching 95% of the population aged 10 and older and continues as a promising medium for meaningful opportunities for marketers and advertising agencies to reach their target audiences. This is an increase of 135,000 listeners (2 percent) across the UAE from fourth-quarter 2017, measured across 52 radio stations that cater to a diverse audience in a multitude of languages day and night.
This growth is seen predominantly in 25-44 year olds and is driven by residents in Abu Dhabi and the Northern Emirates. The reach of radio listeners has also increased between 4-8pm (8,000 more early evening listeners) and 8pm-12am (27,000 more late night listeners). These night-time listeners are possibly taking advantage of the cooler winter evenings to spend more time out of their home catching up with family and friends.
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