• Skip to content
  • Jump to main navigation and login
  • Jump to additional information

Nav view search

Navigation

  • Home
  • Industry News
    • Advertising & Branding
    • Marketing
    • Print
    • Television & Cinema
    • Radio
    • Digital
    • Mobile
    • OOH
    • Experiential Marketing
    • WORLD ROUNDUP
    • PR
  • GCC
    • UAE
    • SAUDI ARABIA
    • OMAN
    • QATAR
    • KUWAIT
    • BAHRAIN
    • LEBANON
    • REGION
  • Interviews
  • Opinions
  • Mediavataar India
  • Newsletter

Search

Home Industry News Radio Nielsen’s UAE Radio Audience Measurement

Nielsen’s UAE Radio Audience Measurement

 

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.

The first quarter 2020 survey period continues to report high radio reach from persons 10 plus in the UAE. Reach during this quarter was at 92% with over 57 million hours of weekly radio listening taking place.

Of important note this quarter, the increase in listening via a mobile device at 35% (growing from 34% in Q419) which accounts for 2.9 million of the weekly listeners. Study participants indicating listening to radio via the internet has also improved some to 8%, up from 7% in Q419. The remaining radio listening takes place via the AM/FM radio. While the overwhelming majority of the RAM Q120 study was fielded prior to restrictions put in place throughout the UAE to keep the country safe during the health crisis these digital increases may point toward alternate ways listeners continued to engage with radio during the crisis. 

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. 

Advertisers and agencies can utilize the RAM data to understand radio habits by nationality in the country. The first quarter of 2020 study again reports 100% weekly radio reach with UAE Nationals and Expat Arabs grew to 100% weekly reach as well. Among Westerners, reach was at 92%, and Indians and Filipinos (both at 92%) also remained high.

“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.”

  By MediavataarMe News Desk 19 July 2020
Tweet
  • Be the first to comment!
  • 1
  • 2
  • 3
  • 4
  • 5
(0 votes)

Leave a comment

Make sure you enter the (*) required information where indicated. HTML code is not allowed.

back to top

More in this category:

  • New York Festivals Radio Awards Announces 2022 Winners
  • Mirchi launches app in US, Qatar, Bahrain and UAE
  • BBC’s Dylan Haskins Joins New York Festivals Radio Awards Advisory Board
  • MY FM hosts Radio’s first ever International Awards in Dubai
  • Clubhouse rolls out spatial audio

Latest from MediavataarMe News Desk

  • 20th Forbes Global CEO Conference To Be Held In Singapore
  • ZEE5 Global partners with LuLu Group in the Middle East for their “India Utsav” celebrations across the Gulf
  • Introducing the ‘Because She Created’ writing program for female creatives in Egypt
  • beIN SPORTS and Twitter partner ahead of FIFA World Cup Qatar 2022
  • Women Leaders from the World’s Top Brands Discover Leadership Lessons in New York Festivals’ latest series ‘Carving the Stairs in Stone’
  • Recommended Reading
    New York Festivals Radio Awards Announces 2022 Winners  Read more...
  • Recommended Reading
    Mirchi launches app in US, Qatar, Bahrain and UAE  Read more...
  • Recommended Reading
    BBC’s Dylan Haskins Joins New York Festivals Radio Awards Advisory Board  Read more...
  • Recommended Reading
    MY FM hosts Radio’s first ever International Awards in Dubai  Read more...
  • Recommended Reading
    Clubhouse rolls out spatial audio  Read more...

QUOTE OF THE DAY

“Good content isn’t about good storytelling. It’s about telling a true story well.” – Ann Handley

  • Most Viewed
  • Most commented
  • Six FT writers win awards for science, data and investment journalism (4866)
  • ZEE MD & CEO, Punit Goenka honoured as Game Changer of the Year at the IAA Leadership Awards (3279)
  • AME Awards Announces Shortlist- UAE Government Media Office Tops Shortlist (2384)
  • The changing news habits and attitudes of younger audiences (1506)
  • Celebrate Arab Female Filmmakers With a Netflix Collection of 21 New Films (567)

Upcoming Events

No events
Tweets by @MediavataarMENA
  • About Us
  • |
  • Disclaimer
  • |
  • Feedback
  • |
  • Advertise with Mediavataarme
  • |
  • Press Releases
  • |
  • Contact us

COPYRIGHT@Ashish Limaye, Sole Practitioner, Under Dubai Media City. POWERED BY MAXIMESS

  • Facebook

  • Twitter