阿联酋迪拜 - 2018年8月7日：全球测量和数据分析公司尼尔森（Nielsen）今天透露，在斋月的四周里，一些国家的广播收听率有所增加，占第二季度广播收听总量的42%。
Interestingly, according to Nielsen’s second-quarter UAE Radio Audience Measurement (UAE RAM), which was conducted from April 1 to June 30, 2018, much of this increase in listening during Ramadan was seen among Indians and South Asians, and people aged 25-39 years old, while listening levels for Emiratis and Expat Arabs dropped during the Ramadan weeks compared with other weeks within the quarter (32% reach during non-Ramadan weeks to 25% reach in Ramadan). Given that all residents within the UAE have shorter working hours during Ramadan, it’s interesting to see that mostly non-fasting nationalities turn to radio for their entertainment in their additional spare time.
尼尔森的阿联酋 RAM 对阿联酋全国 51 家广播电台的收听情况进行了调查，发现与非斋月期间相比，斋月期间宗教电台的收听高峰开始出现在一天的晚些时候（下午 2 点至晚上 10 点）。在其他季度和第二季度的非斋月期间，清晨 6 点以后的收听率要高得多。圣月期间的收听高峰期则有所不同，在晚上 7 点左右，收听率会有所下降，这与开斋时间以及与家人和朋友在家开斋的时间相吻合。晚上 8 点到 10 点之间，收听率开始回升，因为人们往往在开斋后外出祈祷和斋戒。
纵观整个第二季度，阿联酋 92% 的人口使用了无线电，比上一季度（95%）略有下降。这很可能是由于许多居民在四月前几周的学校春假以及斋月和开斋节期间出国旅游。
尽管广播覆盖率与上一季度相比有所下降，但听众对广播的参与度仍然非常高，在所有七个酋长国，听众平均每周收听 6120 万小时的广播，平均每周收听 8 小时。
广播收听率继续因地而异，最新季度结果显示，迪拜（90% 对 92%）和沙迦（91% 对 95%）的收听率略低；与 2018 年第一季度相比，收听率减少了 17.7 万人，而阿布扎比的收听率略有上升，增加了 2 万人，就收听率而言，阿布扎比仍是广播最受欢迎的地区，而其他酋长国的收听率则不尽相同。迪拜、沙迦和北酋长国地区（包括阿治曼、哈伊马角、乌姆盖万和富查伊拉）的听众平均每周收听广播的时间为 9 小时，而阿布扎比的收听率仍然较低，平均每周为 6 小时。
"虽然斋月的具体数据不会在更广泛的层面上提供，以保持完整数据集对整个阿联酋人口的代表性，但我们一直在密切分析广播日记中记录的整个四周期间的变化。从许多其他研究中，我们了解到人们的整体行为，尤其是与媒体消费有关的行为，在斋月期间会发生很大的变化，因为斋戒和祈祷时间具有新的意义--对于那些纪念圣月的人来说，典型的行为被颠覆了。尼尔森中东、北非和巴基斯坦媒体总监萨拉-梅塞尔（Sarah Messer）说："我们看到的广播收听模式无疑反映了这一点。梅塞尔补充说："虽然总体收听率有所下降，但这是在广播消费非常健康的背景下出现的，从受众行为的角度来看，收听率的下降符合预期。
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关于阿拉伯联合酋长国广播受众测量（RAM） The second-quarter UAE Radio Audience Measurement was conducted from April 1 to June 30, 2018 measuring listenership for 51 radio stations across the country. This the first time the industry can see the impact of the Holy Month of Ramadan on radio listening. Nielsen’s UAE RAM is based on a significant Establishment Survey to understand UAE population dynamics. As of Q2 2018 the Establishment Survey sample size is 27,000 face to face interviews across all seven emirates in the UAE, the largest survey of its kind to determine the country’s unique population characteristics. This ensures our collection of radio data is highly 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
