UAE radio industry to benefit from audience measurement system

Nielsen launches audience measurement system for radio industry in UAE
UAE radio industry to benefit from audience measurement system, News, Broadcast Business

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Nielsen has launched a radio audience measurement system (RAM) in the UAE.

The system, which is expected to benefit the radio broadcast industry by giving advertisers greater clarity on audience numbers, will be independently verified by PwC. Nielsen said it will work alongside “industry stakeholders” to deliver the RAM system.

Radio listenership will be measured in all seven Emirates, delivering data analytics to assist the radio industry in developing strategies that benefit listeners and advertisers.        

Sarah Messer, director of media, Nielsen Middle East North Africa and Pakistan, said that the system will provide comprehensive and robust measurement of radio listeners in the UAE, with granular insights into the changing patterns of radio audience behaviour.

Nielsen’s measurement system uses its ‘seven-day diary’ data collection method, which incorporates listeners using digital radio applications on their smartphones.

“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 optimise investment decisions in this space. This initiative complements our commitment to innovation and improving the audio measurement service globally,” Messer said.

Audience measurement has a fraught history in the UAE. The country's TV peoplemeter system, tview, closed down early in 2017, owing to some of the shareholders in the initiative allegedly failing to fulfill their obligations, according to Kantar Media, which operated the system.

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