Ipsos Connect has released the second wave of radio audience measurement data in the UAE for 2016, offering insights into the radio listening behavior. The survey was conducted between March 2 and April 1, with a national representative sample of 2,800 respondents who are residents in the UAE and aged 15 years and above, using computer assisted telephone interview (CATI) methodology
The survey also includes insights by different demographics including gender, age, nationality, area of residence, education, occupation, household income and family status.
The results revealed that 5.1 million listeners tune into radio and spend an average of four hours and 22 minutes daily, among those locals and Arabs constitute 1.96 million and non-Arab expats 3.2 million.
Radio remains a strong media platform in UAE, with the morning shows reaching 62 percent of listeners and mainly consumed while driving in the morning. Another peak time for radio is recorded in the evening between 4 pm and 6 pm (49 percent). In general, 73 percent of radio listeners still use car Radio to access the radio stations.
Radio networks use Ipsos Connect Radiometry to better understand the radio market and listeners’ behavior in the country, and for advertisers, it helps them create focused and highly effective marketing campaigns.
Five more radio surveys will be underway in the UAE this year; the next survey will be conducted in May 2016 and released by the third week of June.