Dubai, UAE – February 12, 2018: In a first of its kind comprehensive analysis into radio audience habits in the UAE, Nielsen, a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide, has found that radio remains exceptionally strong in a constantly shifting media landscape in the country. UAE Radio Audience Measurement (UAE RAM), a cutting-edge solution designed to provide listenership data to programmers, sponsors, advertisers, agencies and marketers, has revealed that radio reaches a staggering 93% of the total population aged 10 and above, on average, these listeners spend 9 hours a week listening to radio. Surprisingly, the results for the quarter ending 31 December 2017 show that not only is there a radio peak in the evening, lasting up to 8pm, but there is also very high engagement continuing much later into the night.
日夜稳定消费
阿联酋人上班的平均通勤时间为 96 分钟，因此全国的大部分广播消费都发生在人们旅行途中。听众在上午和下午的开车时间收听广播，工作日的高峰时间为上午 7 点至 9 点、下午 2 点至 4 点以及下午 6 点至 8 点。虽然周末的收听率比平日下降了一半，但广播的覆盖率仍然很高，收听高峰期为上午 8 点至 9 点、下午 2 点至 3 点、晚上 7 点至 8 点。
与人们普遍认为的相反，即使在深夜 8 点到午夜 12 点，全国的广播收听率仍然很高。有趣的是，平均每周 27% 的广播消费发生在晚上 8 点到凌晨 12 点之间，61% 的听众从晚上 8 点开始收听广播。此外，研究还表明，在家中收听广播的时间从下午 6 点开始增加，到晚上 11 点达到高峰，而在旅行途中收听广播的时间则在晚上 8 点以后有所减少，但仍然很重要。
“Nielsen’s UAE RAM is a milestone in the UAE’s ever-evolving media scene, uncovering new radio audience behaviour insights, many of which run contrary to deeply ingrained market beliefs. The extensive study has reaffirmed radio’s resilience and vitality as a popular medium of information and entertainment for the UAE population. Not surprisingly, long drive times in the country has been identified as the foremost driver of the medium’s growth as listening to the radio while on the move tops the list of places radio is consumed. Specialised content like real-time traffic updates has made radio even more attractive to people who commute daily to work and back. In addition, radio’s acceptance as a leading source of music discovery and entertainment, driven by creative and engaging presenters, contributes further to its reach across audiences from different backgrounds, and cultural preferences for later lifestyles are driving listenership during evening and night-time. Our UAE RAM solution measures the country’s 40+ radio stations, each catering for our diverse population in a multitude of languages. From our results, we can clearly see that the UAE presents an exceptionally strong market for radio and a great way for advertisers to reach their target audiences,” said Sarah Messer, Director Media – Middle East, North Africa and Pakistan, Nielsen.
190 万重度听众
It has been found that the UAE has a remarkably high number of what is classed as ‘heavy’ radio listeners with 1.9 million people tuning in for 18 hours a week, whereas ‘medium’ listeners, or 3.4 million people, recorded an average consumption of 8 hours per week.
年龄不是障碍
广播仍然是阿联酋不同年龄段人群最喜爱的媒体之一。阿联酋 RAM 的研究发现，98% 的 10-14 岁听众和 15-24 岁的年轻千禧一代每周分别收听 6 小时和 8 小时的广播。另一方面，93% 年龄在 25-34 岁之间的千禧一代、92% 年龄在 35-44 岁之间的人和 91% 年龄在 45-54 岁之间的听众仍然非常依赖广播获取信息和娱乐，每周平均花费 9 小时收听广播。更有趣的是，在 55 岁及以上的老一代人中，94% 的人继续喜欢这个伴随他们成长的媒体，平均每周花费 9 小时收听广播。
在阿联酋人和西方人中覆盖率最高
在阿联酋的不同民族中，西方人收听率最高，达到 100%；阿联酋人收听率最高，97% 的人每周收听 8 小时。数据显示，96% 的印度人每周平均花 9 小时收听广播，而 96% 的阿拉伯外籍人士每周花 7.5 小时收听广播。其他亚洲人，包括来自巴基斯坦、孟加拉国、斯里兰卡和尼泊尔等国的外籍人士，似乎也是收听率较高的听众，收听率达到 95%，每周平均收听 10 小时广播。另一方面，菲律宾人和其他东亚人的收听率为 81%，每周收听 8.5 小时。
在不同收入阶层中，社会经济地位最高的 AB 阶层收听率几乎达到 99%，每周收听 8 小时广播，而 95%的 C1 阶层每周收听 9 小时广播。广播在 C2 阶层中的覆盖率高于 D 阶层，收听率分别为 93% 和 88%。
沙迦最受欢迎
有趣的是，不同地区的广播覆盖率和收听时间各不相同，沙迦 95% 的人和迪拜 92% 的听众每周收听广播的时间最多，分别为 10 小时。在阿布扎比，95% 的人每周收听各种广播电台的时间为 6.5 小时，而在北酋长国地区，包括阿治曼、哈伊马角、乌姆盖万和富查伊拉，平均每周收听广播的时间高达 9 小时，收听率为 89%。
"我们的受众数据是由阿联酋广播公司和网络组成的广播行业利益相关者推动的。这些发现将使他们能够更有效地了解自己在节目制作方面的成功经验和面临的挑战，并更好地针对他们希望接触到的受众定制节目内容。Sarah 补充说："这将帮助广告商和营销人员更深入地了解受众的习惯，帮助媒体机构更轻松地锁定特定受众，使他们能够为客户最大限度地提高投资回报率。
The UAE RAM project started with an Establishment Survey of 17,000 face to face interviews across all seven emirates in the UAE to enable Nielsen to determine population dynamics and ensure its collection of radio data would be balanced and representative. A ‘hybrid diary’ methodology was 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 7 consecutive days. They record their listening in 15-minute time-slots for the entire week in their chosen diary format.
尼尔森的阿联酋 RAM 数据涵盖了一系列人口统计和生活方式洞察，可与捕获的所有广播收听行为指标相结合，包括家庭人口统计、节目排名、收听时间、收听设备、收听地点、起伏报告和电台忠诚度。
ABOUT 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. 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. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. 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.
