Dubai, UAE – June 11, 2019 – According to Nielsen, a global measurement and data analytics company, 93% of the total UAE population aged 10 and above tuned into radio every week in the first quarter of 2019, which is on par with tune-in during the previous quarter. UAE residents and nationals listened to 60 million hours of radio in this period. The first-quarter measurement covers all radio listening from 2nd January 2019 to 31st March 2019.
Nielsen’s UAE Radio Audience Measurement measures listenership of 52 radio stations across the country among all individuals aged 10+. While Q4 2018 results showed a significant increase in listenership from the hot summer months of Q3 2018, data from the first quarter of this year shows consistency on the overall listenership. Listenership in Dubai and Northern Emirates continued to grow at 2% and 4%, respectively. Abu Dhabi remained the strongest of all the Emirates in the first quarter of 2019, with almost universal reach—99.8%—of Abu Dhabi residents listening to radio in an average week. In Dubai, 92% of residents listen in an average week, and 88% in Northern Emirates. Sharjah is the only Emirate that saw a decline in reach from the previous quarter (86% vs. 91.8%).
各民族群体的收听率没有明显变化。阿拉伯人仍然是收听率最高的群体，达到 99%，其次是西方人 96%，南亚人 91%，菲律宾人和其他东亚人 88%。菲律宾人和其他东亚人是唯一变化超过 1%的群体。
2019 年第一季度，晚 8 点至早 12 点的广播收听率仍然高于白天的其他高峰时段，这为广告商提供了更多通过智能广播规划接触目标受众的机会。
2018 年第一季度与 2019 年第一季度的总体对比显示，19 年第一季度的收听率水平略低于 18 年第一季度（18 年第一季度的收听率为 95%，而 19 年第一季度的收听率为 93%）。每日平均收听时间仅下降了 5 分钟。
“Businesses in the UAE have had a challenging start to 2019, with reports of a difficult outlook ahead this year. The impact of this in the long term is still unknown, but our UAE RAM data for Quarter 1 has some indicators for the radio industry, says Sarah Messer, Director of Media for Nielsen MENA. The impact of this in the long term is still unknown, but our UAE RAM data for Quarter 1 has some indicators for the radio industry, says Sarah Messer, Director of Media for Nielsen MENA.
Whilst the UAE has unfortunately seen a couple of radio stations closing down in Q1, what we see in audience listening habits is people are still tuning in, in large numbers every week. Q1 19 audience reach is at a similar high level to the previous quarter (Q4 18) and year on year listening levels seen in Q1 2018. For advertisers this means they can still reach vast numbers of UAE residents effectively by targeting them in key radio listening day parts using the RAM detailed audience demographics, and maximise the impact of their radio spends.”
请联系尼尔森媒体团队，就如何在受众定位和广播规划中充分利用阿联酋 RAM 数据寻求指导和帮助：uae.radio@nielsen.com。
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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.
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. For more information on UAE RAM, visit www.nielsen.com/uae-ram
