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.
Engagement with radio remained high, with listeners logging 61.5 million hours of radio listening across all seven Emirates in an average week, with each listener tuning in for a weekly average of 7 hours and 58 minutes. With a buoyant end to the year for radio listening, radio remains a significant entertainment choice for UAE residents.
With five quarters of UAE RAM now complete (Q4 2017 to Q4 2018 with this newest release), we know that continuous listening throughout the day and and large late evening audiences are indeed a fact of UAE radio audience listening. Once more, the Q4 data shows that radio reaches more listeners between 8 p.m. to 12 a.m.than morning or drive time.
Download the topline report and PwC’s Quality Assurance audit report for more information.
Click here for more insights from the Q4 2018 UAE RAM results.