Inaugural radio survey finds 93% of UAE listens every week
In a comprehensive analysis into radio audience habits in the UAE, measurement and data analytics company Nielsen has found that radio remains exceptionally strong in a constantly shifting media landscape in the country. UAE Radio Audience Measurement (RAM), a cutting-edge solution designed to provide listenership data to programmers, sponsors, advertisers, agencies and marketers, has revealed that radio reaches an impressive 93 per cent of the total population aged 10 and above. On average, these listeners spend nine hours a week listening to radio. The results for the quarter ending 31 December 2017 show that not only is there a radio peak in the evening, lasting up to 8pm, but there is also very high engagement continuing much later into the night.
With average commuting times to work in the UAE at 96 minutes, much of the nation’s radio consumption happens while people are travelling. Listeners tune into radio during the morning and afternoon drive times, with peak times between 7am and 9am, 2pm and 4pm, and 6pm and 8pm during weekdays. Although weekend consumption drops by half, reach remains significant, with engagement peaking between 8am and 9am, 2pm and 3pm and 7pm and 8pm.
Contrary to popular belief, radio listening activity in the country remains high even late at night, from 8pm until midnight. Interestingly, 27 per cent of all radio consumption in an average week occurs between 8pm and 12am, with 61 per cent of listeners tuning into radio from 8pm onwards. Additionally, the study shows that radio engagement at home starts increasing from 6pm and peaks at 11pm, whereas listening activity while travelling lessens after 8pm, although it is still significant.
“Nielsen’s UAE RAM is a milestone in the UAE’s ever-evolving media scene, uncovering new radio audience behaviour insights, many of which run contrary to deeply ingrained market beliefs. The extensive study has reaffirmed radio’s resilience and vitality as a popular medium of information and entertainment for the UAE population,” said Sarah Messer, director of media MENA and Pakistan at Nielsen.