2018年第三季度，89%的人每周都收听广播
阿联酋迪拜 - 2018年11月5日：根据全球测量和数据分析公司尼尔森（Nielsen）的数据，在2018年第三季度，阿联酋10岁及以上总人口中有89%每周都收听广播，与上一季度相比，收听率减少了2%（22.1万听众）。第三季度的测量涵盖了 2018 年 7 月 1 日至 9 月 30 日的所有广播收听情况，恰逢阿联酋一年中最炎热的月份、漫长的宰牲节庆祝活动和学校假期，这很容易解释收听率略有下降的原因。
尼尔森的阿联酋广播受众测量（UAE Radio Audience Measurement）测量了全国 53 家广播电台所有 10 岁以上人群的收听率，结果还显示，尽管大多数国籍群体的收听率因暑假而有所下降，但外籍阿拉伯人的收听率与上一季度相比增长了 2%。此外，由于上一季度阿联酋人的收听率较高，第三季度的广播测量结果显示，阿联酋人的收听率持续上升（100%），每周收听 7 小时 8 分钟。阿拉伯外籍人士和西方人的广播收听率也很高，分别为 100%和 96%，每周分别收听 7 小时 39 分钟和 6 小时 46 分钟。
广播覆盖率继续因地而异。2018 年第三季度，阿布扎比再次超越所有酋长国，成为广播最受欢迎的地区（阿布扎比的覆盖率为 99%，而沙迦的覆盖率为 91%，迪拜的覆盖率为 83%）。阿布扎比和沙迦每周收听广播的听众人数与前几个季度持平，而迪拜的平均每周收听率则下降了 7%。
鉴于迪拜近四分之三的人口为非阿拉伯裔外籍人士，其中大部分人在暑假期间外出旅游，我们可以理解迪拜第三季度收听率下降的原因。尽管收听率有所下降，但迪拜仍然是收听率非常高的广播中心，今年第三季度每周有 240 万听众收听迪拜广播。
尼尔森发现，在迄今报告的所有季度中，工作日始终有三个收听高峰时段（上午 7 时至 10 时、下午 2 时至 4 时以及下午 6 时至 9 时）。一个令人惊讶的现象是，人们在一天中更晚的时间参与广播的程度很高。在第三季度，晚上 8 点至凌晨 12 点的广播消费高于一天中的任何其他高峰时段。阿布扎比和迪拜的听众在这一时间段参与广播的程度较高，他们的主要年龄在 24-44 岁之间。
Radio continues to have the greatest reach among higher income earners. Of the higher tier income levels, social class AB (earning AED 30,000 or more per month) and class C1 (earning AED 10,000 – 30,000 per month), there is almost universal penetration, reaching 98% and 91% of these listeners respectively. Radio has a lower reach amongst the lowest monthly income levels, social class DE, however, is still listened to by 82% of this demographic group.
“The summer months in the Gulf region are particularly difficult for many industries as residents travel overseas to escape the desert heat and take advantage of long school holidays, and tourists come in lesser numbers. Marketing budgets shrink in this time, and people’s behaviour with media changes. Our Q3 2018 RAM results demonstrate the challenges with this period – listening is down and Dubai with its heavy expat population, receives the most significant hit. Despite this impact, we still see high levels of listening with 54.3 million hours of radio listened to across all seven Emirates in an average week, and with listeners each tuning in for an average of 7 hours 18 minutes every week,” said Sarah Messer, Director Media – Arabian Peninsula and Pakistan, Nielsen. Messer added, “Despite the traveling UAE population in these months, radio in the country is resilient and clearly a go-to medium for UAE media audiences.”
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尼尔森控股有限公司（纽约证券交易所股票代码：NLSN）是一家全球性的测量和数据分析公司，为全球消费者和市场提供最全面、最可靠的信息。我们的方法是将尼尔森的专有数据与其他数据源相结合，帮助全球客户了解现在正在发生什么、接下来会发生什么，以及如何根据这些知识采取最佳行动。90多年来，尼尔森一直以科学严谨和创新为基础提供数据和分析，不断开发新的方法来回答媒体、广告、零售和快速消费品行业面临的最重要的问题。
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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. High-quality media currencies around the world are audited, and Nielsen’s UAE RAM is no exception, being audited by professional services firm PwC. PwC’s audience measurement team monitors Nielsen’s 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
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尼尔森
齐齐-瓦希德
zizie.wahid@nielsen.com
