阿联酋迪拜--2019年2月6日：根据全球测量和数据分析公司尼尔森（Nielsen）的数据，2018年第四季度，阿联酋10岁及以上人口总数的93%每周都收听广播，与上一季度相比，收听率提高了4%（30.7万听众），与2017年第四季度相比，收听率也达到了同样的高水平。阿联酋居民和国民在此期间收听了 6150 万小时的广播。第四季度的测量涵盖了 2018 年 10 月 1 日至 12 月 31 日的所有广播收听情况。
Nielsen’s UAE Radio Audience Measurement measures listenership of 53 radio stations across the country among all individuals aged 10+. While quarter 3 results showed that for the hot summer months, with residents traveling out of the country, listening in Dubai and Northern Emirates saw a significant decline, in quarter 4 these Emirates bounce back and much of the growth in listening is seen here. Abu Dhabi is again the strongest of all the Emirates in the fourth quarter of 2018 with almost universal reach – 99.9% of Abu Dhabi residents listen to radio in an average week. In Dubai 90% of residents listen in an average week, and 85% in Northern Emirates. Sharjah continued to maintain levels similar to that of the previous quarter with an increase of just 1% (Sharjah 92% reach)
Although the listenership for Emirati and Expat Arab nationality groups maintained levels similar to that of the previous quarter, it’s the Filipino (10% growth Q on Q) and South Asian (5% growth Q on Q) nationality groups which have had a significant positive impact on the reach of radio in Q4’18.
从 2017 年第四季度到最近发布的 2018 年第四季度，尼尔森 UAE RAM 已发布了五个季度的报告，我们始终看到全天和周末的收听率持续走高，深夜的收听率也出乎意料地居高不下。 我们从这些结果中再次看到，晚上 8 点至凌晨 12 点的收听率高于白天的其他高峰时段，这为广播广告商提供了更多机会，通过智能广播规划接触目标受众。
这是尼尔森阿联酋 RAM 首次将 17 年第四季度与 18 年第四季度进行同比比较。有趣的是，17 年第四季度排名前五的广播电台在 18 年第四季度仍位列前五，这表明阿联酋听众的忠诚度很高。总体比较显示，17 年第四季度和 18 年第四季度的收听率水平保持相似（18 年第四季度的收听率为 90%，17 年第四季度的收听率为 93%）。收听广播的时间略有减少；18 年第四季度听众每周收听广播的平均时间减少了 9 分钟。
“We expect the last quarter of the year to be a busy period for all categories and industries as people return to the region after the long summer months and school holidays. UAE radio has a significant boost in listenership in Q4, in-line with that expectation. With residents enjoying a long weekend holiday for UAE National Day, and arguably the best weather the UAE has to offer in these months, residents are staycation-ing and welcoming family and friends visiting from overseas.” said Sarah Messer, Director Media – Arabian Peninsula and Pakistan, Nielsen. Messer added, “With such a focus on enjoying life in the UAE, it’s not surprising we see radio listening levels jump back up to pre-summer levels, as people are out and about, and taking their favourite radio stations and music with them on their travels.”
"在对广播听众进行了一年的测量之后，我们现在可以回顾过去，将听众人数与上一年同季度的听众人数进行比较，这真是太好了。趋势的出现只会加强阿联酋广播作为阿联酋居民重要娱乐媒体的地位。"
关于尼尔森
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
