When comparing key radio listening metrics by nationality, Indians have the highest time spent listening at eight hours and 35 minutes weekly, followed closely by Expat Arabs with eight hours and seven minutes.
Nielsen’s UAE Radio Audience Measurement revealed that 93% of the total UAE population aged 10 and above tuned into radio every week in Q4 of 2019, which is the highest reach levels seen in 2019. UAE residents and nationals listened to 61.9m hours of radio in this measurement period. The fourth quarter measurement period extends from 1st October to 31st December 2019.
Nielsen’s UAE Radio Audience Measurement service calculates listenership of 50 radio stations across the country among all persons aged 10+. With a significantly sized continuous Establishment Survey, which gives a highly granular view of the complex and dynamic population in the country, the data shows differences in radio listening behaviours across cities and demographics. For example, the Nielsen data recorded that during Q4 2019, 100% of the population (aged 10+) listened to the radio in an average week in Abu Dhabi, whilst 90% in Dubai are tuned in. The smallest reach by Emirate is in Sharjah, although still, 87% of residents are listening on average.
When comparing key radio listening metrics by nationality, Indians have the highest time spent listening at eight hours and 35 minutes weekly, followed closely by Expat Arabs with eight hours and seven minutes. The highest weekly reach by nationality is by the Emiratis, as 100% of the local population tune in. Expat Arabs are a close second with 99% weekly radio reach.
Westerners and Indians showed a significant positive impact on the reach of radio in Q4’19 with the listenership for Emirati and Expat Arab nationality groups maintaining levels similar to those of the previous survey release, in Q2 2019.
“Once again in Q4 2019, we see the highest levels of radio listening that occur throughout the year,” commented Sarah Messer, Nielsen Director of Media for MENAP. “This marks our third year of quarter four measurement, and we have seen the same trend each time where these three months at the end of the year see the highest listening levels. Quarter 4 is a buoyant time of year for advertisers, and with the UAE population fully returned from long summer and school vacations, we see significant numbers of people tuning in to their favourite stations for longer. Advertisers and marketers can really use this information to consider how to maximise the impact of their campaigns towards the year-end.”