Dubai, UAE – Jun. 3, 2020: Nielsen’s UAE Radio Audience Measurement (RAM) service’s first quarter 2020 data shows that 7.82 million persons listen to radio weekly. The time spent listening is led by Persons 45-54 who spend 7 hours and 46 minutes listening and Persons 25-34 who spend 7 hours and 44 minutes weekly.
2020 年第一季度的调查报告显示，阿联酋 10 岁以上人群的广播收听率仍然很高。本季度的覆盖率为 92%，每周收听广播的时间超过 5700 万小时。
本季度值得注意的是，通过移动设备收听广播的人数增加了 35%（与第四季度的 34% 相比有所增长），占每周收听人数的 290 万。研究参与者表示通过互联网收听广播的比例也有所提高，从第四季度的 7% 上升到 8%。其余听众则通过调幅/调频收音机收听广播。虽然 RAM Q120 研究的绝大部分是在阿联酋全国为保证健康危机期间的国家安全而实施限制之前进行的，但这些数字增长可能表明听众在危机期间继续通过其他方式收听广播。
No other measurement service in the UAE creates opportunities for increased success among marketers and advertisers by helping them learn more about the unique UAE population as Nielsen’s Radio Audience Measurement service. Our large-sized Establishment Survey provides insights into the UAE radio listener across not only age and gender but also across Nationality and by Emirate. The UAE radio listener profiles and habits can only be learned through our gold standard Nielsen RAM service.
广告商和广告代理公司可以利用 RAM 数据了解阿联酋各民族的广播习惯。2020 年第一季度的研究报告再次显示，阿联酋国民的每周广播覆盖率达到 100%，外籍阿拉伯人的每周覆盖率也达到 100%。西方人的覆盖率为 92%，印度人和菲律宾人（均为 92%）的覆盖率也保持在较高水平。
“We really see once again the true strength in radio in the UAE with the Q1 2020 data release”, says Sarah Messer, Nielsen Director of Media for MENAP. “Although movement restrictions were originally announced towards the end of March, homeschooling was already in place and many people had already curtailed their time outside. To see that despite the external environment, radio maintains such universal levels of reach and listenership across Emirates and nationalities, is a testament to the strength of radio in the country. It’s interesting to see that the time of day of listening changed slightly in Q1 compared to the other quarters, suggesting listeners shifted their habits to accommodate their different home-based routine.”
关于阿拉伯联合酋长国广播受众测量（RAM）
UAE RAM starts with a strong foundation of a continuous Establishment Survey, which now consists of nearly 26,000 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. 2100 persons aged 10+, 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 increments for the entire week in their chosen diary format.
尼尔森的阿联酋 RAM 数据涵盖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。
关于尼尔森
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. Nielsen is divided into two business units. Nielsen Global Media, the arbiter of truth for media markets, provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow.
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.
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.
联系方式
尼尔森
齐齐-瓦希德
zizie.wahid@nielsen.com
+971 52 657 4197
