Q3 2018 UAE Radio Audience Measurement Topline Report
The total reach of radio in third-quarter 2018 was 89%, which is a decline of 2% from the previous period, which means that radio reached 221,000 fewer listeners than in the previous quarter. The third quarter radio audience measurement covers all listening from 1st July to 30th September 2018. The slight dip in listening levels among the population is to be expected, considering this period coincides with the hottest months of the year, Eid al Adha celebrations and long school summer break. Many took this time to travel out of the country to return to their home-countries or to go on holidays with family and friends.
Despite the slight decline in reach, engagement with radio remains high with 54.3 million hours of radio listened to across all seven emirates in an average week, with listeners tuning in for an average of 7 hours and 18 minutes each week. This proves that radio remains exceptionally strong as a medium of information and entertainment among the population in the United Arab Emirates (UAE).
Listening levels in the late evening, post drive time, remain extremely healthy and equal in terms of reach to other peak times throughout the day. Similar to the previous quarter, radio consumption during the later part of the evening, (8 p.m.-12 a.m.) in the third quarter, was higher than any of the other peak times during the day. Radio is most popular in Abu Dhabi, with 2.8 million listeners and Dubai with reach of 2.4 million listeners.
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