AD Classic fastest growing English language radio station

Abu Dhabi Classic FM has shown the fastest growth of any English language radio station in the UAE over the past three years, both in its core market of western expats and across the UAE population as a whole, according to the latest data from IPSOS for January – March 2013.

The station’s share of reach across the UAE population has grown by 34% since 2011, while its closest English language competitor has grown by just 2.8%.

The latest figures show that in the station’s core market of western expats, Abu Dhabi Classic FM now has the third highest level of listener penetration, and is the third most listened to radio station in the UAE for this group. Adding to these impressive figures, the data also reveals that Abu Dhabi Classic FM is the number one ranked station in its core market for the 45+ age group, and third ranked for 35-44 year olds.

“We are thrilled with the latest data from IPSOS, which we feel reflects where the station is today. Over the past year especially, we have focused on refining our offering to best meet the needs of our listeners, and these new statistics show how far we have come. We look forward to building on this success over the coming months with new presenters, fresh content, and exciting tie-ups with concert partners, as we aim to continually develop our programming,” commented Matthew Sansom, Head of Abu Dhabi Classic FM.

The IPSOS data comes after recent changes to Abu Dhabi Classic FM’s programming, following the station’s own internal research and review of listener feedback. Further developments have been made to the station’s music content in order to cater to its diverse audiences, and emphasis has been put on showcasing more upbeat popular classics, specifically around peak Breakfast and Drive listening times. The addition of new presenting talent such as breakfast show host Damian Watson, and more news and sports bulletins have also provided popular with listeners.