Nielsen has launched a new initiative for the broadcast radio industry in the UAE. With the methodology and quality controls being subject to independent verification by PwC, Nielsen will work alongside industry stakeholders to deliver Radio Audience Measurement (RAM), to help redefine the way the industry understand and effectively target radio listeners in the country.
Nielsen RAM will provide comprehensive and robust measurement of radio listeners in the UAE, with granular insights into the changing patterns of radio audience behavior. Radio listenership will be measured in all seven Emirates, delivering detailed and credible data analytics to assist the radio industry in driving investment in the platform and content, and ensuring strong marketing strategy can be developed with data-driven radio audience targeting.
“We’re delighted to be at the forefront of this radio initiative, and through our 7-day diary data collection method, we will deliver robust audience metrics for radio listening. We’re absolutely committed to working alongside PwC in order to deliver this project to stakeholders in the UAE radio industry, and in doing so providing the industry with solutions that will help guide and optimize investment decisions in this space. This initiative complements our commitment to innovation and improving the audio measurement service globally,” said Sarah Messer, Director of Media, Nielsen Middle East North Africa and Pakistan.
In an ever-changing media and technological landscape, where consumer behavior can be observed in real-time, measurement of UAE radio audiences is adapting to a system where reliable and robust insights on reach and frequency drives industry understanding.
Commencing in the last quarter of the year, this initiative will feature Nielsen’s tested and proven paper diary as well as its brand new mobile diary. With one of the highest smartphone penetration rates in the world, the UAE market will feature Nielsen’s first full rollout of the mobile diary, which makes for a more intuitive user experience, higher engagement, and better compliance.