radio audience measurement – UAE
Understanding audience engagement across the media landscape, regardless of region, is critical for all industry participants. In many markets, the qualification of media consumption and audiences is the basis for a form of currency that underpins the industry.
In the United Arab Emirates (UAE), which has a thriving radio industry, no such reliable currency has ever existed. Nor have agreed-upon standards for audience measurement ever been formalized by key radio industry stakeholders—until now. Developed in collaboration with the UAE’s radio broadcasters, Nielsen’s Radio Audience Measurement (RAM) provides the market with the foundation for a true radio measurement currency.
With industry-backed radio measurement, radio broadcasters can understand who’s tuning in and from where, media agencies can optimize their campaigns, and advertisers will know which audiences they’re reaching.
ram is a Vital Tool for Key Clients
Demonstrate value in an increasingly fragmented media landscape. RAM equips you with insights that allow you to segment audiences with depth and precision. That way you can distinguish yourself. For example, you can highlight the right opportunity for your advertisers—whether it’s a broad demographic group or a targeted consumer segment.
Develop marketing campaigns that bring unique insights to life through content that will instantly connect your brand with receptive radio listeners.
Use data from RAM to develop a robust, world-class media strategy. Identify your clients’ audiences: where they are, how diverse their preferences are, and how they spend their time. Design, implement and evaluate campaigns that deliver on your clients’ business goals.
Innovative Radio Measurement for the UAE
Accurate and trusted media measurement is no easy feat, and it’s even more complicated in the UAE, which has one of the most diverse populations in the world. In fact, it’s home to consumers from more than 200 different nationalities, and expats make up 90% of the population. Further complicating matters are a disproportionate gender skew (77% are male), a very young listening audience and near 100% smartphone penetration.
To Ensure Comprehensive, Representative and Accurate Measurement, NIelsen:
Fielded an establishment survey involving more than 17,000 face-to-face interviews before commencing measurement to collect complete demographic information (gender, age, income, household size, etc.) across all seven Emirates. These surveys will continue annually to stay abreast of population demographics.
Developed paper and online formats for its listener diaries, which listeners use to log their radio consumption. Each diary collects the same information, and the dual-format diary was a first for Nielsen.
Established consistent, ongoing measurement every day of the year rather than just at the onset of each quarter.
Will collect listening across all stations (AM/FM, internet, mobile).
Professional services firm PwC audits Nielsen’s UAE RAM. High-quality media currencies around the world are audited. 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.
Detailed Measurement to Fully Understand Radio Audiences
True radio measurement involves more than simply knowing if someone is tuned into the radio—especially in a region with as much listener diversity as the UAE. That’s why we built our methodology with as much robust attention to granular detail as possible.
Nielsen’s UAE RAM:
- Is backed by a demographically representative dataset of 14,700 data points from 2,100 respondents each quarter.
- Offers reach and frequency analysis, along with detailed listening trends: time spent, station share; and cumulative audience reach—and data analyses can be exported.
- Includes Radio Advisor, Nielsen’s radio analysis tool that was built specifically for radio data and analysis. It allows broadcasters, agencies and advertisers to gain insight into the aspects of their audiences that are most important to them.
- Offers clients the ability to create target audiences based on a wide range of demographics and lifestyle measures.
- Features a built-in reach and frequency planning module for campaign optimization
Q4 2018 UAE Radio Audience Measurement Topline Report
The total reach of radio in the fourth-quarter of 2018 was 93%. This is an increase of 4% from the previous period, which means that 307,000 more individuals listened to radio than in the previous quarter. The fourth quarter radio audience measurement covers all listening from 1st October to 31st December 2018. Read More
UAE Radio Listening Ends 2018 On A High Note
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 fourth quarter of 2018, which is 4% higher (307,000 listeners) in reach compared to the previous quarter and reaching the same high levels when compared to Q4 2017. Read More
UAE Radio Remains Strong With 7.57 Million Listeners In Q3 2018
There were some declines in listening levels in the summer and vacation months, but nevertheless, 89% of the population aged 10 and older tuned into radio in the third quarter across 53 radio stations measured in the country. Read More
Continuum: Summer Lull Fails To Dampen UAE Radio Listening
According to Nielsen, a global measurement and data analytics company, 89% of the total UAE population aged 10 and above tuned into radio every week in third-quarter of 2018. Read More
Q2 2018 UAE Radio Audience Measurement Topline Report
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. Read More
Radio Listening Patterns and Peak Time Take a Different Shape During Ramadan
Many of our studies show that people’s overall behaviour changes considerably during Ramadan, especially when it comes to media consumption, as fasting and prayer times take on a renewed significance. Read More
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. Read More
Radio Listening in the UAE Increased During Ramadan Accounting for 42% of Listening Through Q2 2018
Nielsen today revealed that radio listening increased for some nationalities throughout the four weeks of Ramadan, accounting for 42% of all radio listening in the second quarter. Read More
The Reach of Radio is Growing Among UAE Population
According to Nielsen, 95% of the total UAE population aged 10 and above tuned into radio every week in first-quarter 2018, which is a 2% increase (135,000 listeners) in reach compared to the previous quarter. Nielsen’s UAE Radio Audience Measurement, which measures listenership for 52 radio stations across the country among all individuals aged 10+, also revealed that this growth is seen predominantly in 25-44 year olds and is driven by residents in Abu Dhabi and the Northern Emirates. Dubai also remains a very strong radio hub for listening. Read More