Nielsen launches radio audience measurement in UAE

Nielsen has announced the launch of 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 target radio listeners in the country.

In a presentation by Sarah Messer, Director of Media, Nielsen Middle East North Africa and Pakistan, at the Palazzo Versace Hotel in Dubai on September 25, Nielsen RAM will provide, comprehensive and robust measurement of radio listeners in the UAE, with granular insights into the changing patterns of radio audience behaviour. Radio listenership will be measured in all seven Emirates, delivering data analytics to assist the radio industry in driving investment in the platform and content, and ensuring marketing strategy can be developed with data-driven radio audience targeting.

Commencing in Q4 2017, this initiative will feature Nielsen’s paper diary as well as its 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 reportedly makes for a more intuitive user experience, higher engagement, and better compliance.

“We’re delighted to be at the forefront of this radio initiative, and through our seven-day diary data collection method, we will deliver robust audience metrics for radio listening, “ said Sarah Messer, Director of Media, Nielsen Middle East North Africa and Pakistan. “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.”