*Latest Ipsos Radiometry Study indicates increased listenership and loyalty
MUMBAI: The latest results from the UAE radiometry study carried out by independent media research specialists Ipsos MediaCT MENA, has revealed strong and continued growth across the entire Abu Dhabi Radio Network.
The study, conducted in February with results published at the end of March 2011, shows an increase in reach, share of audience, and listener loyalty across Abu Dhabi Radio Network brands, including Quran Kareem, Emarat FM, Star FM, and Abu Dhabi Classic FM.
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Highlights from the report include an increase in reach to 47% of locals and Arabs for leading station Quran Kareem, as well as growth in reach to 32.7% of locals for Emarat FM, with listeners also tuning in for longer to the station. Star FM also saw growth in its reach and listener loyalty, especially amongst its target Arab demographic, while new-comer Abu Dhabi Classic made a positive impression on the radio scene as the first western classical music station, and increased its reach amongst Arabs and locals.
Abdul Rahman Awadh Al Harthi, Director, Abu Dhabi Radio Network, said, “The latest Ipsos radiometry report has shown sustained, positive growth for all of Abu Dhabi Media’s radio brands and has confirmed our position as leaders in terms of reach and loyalty. Abu Dhabi Media Radio Network remains the only network to broadcast across UAE. Each of our radio brands offers a unique proposition for listeners, and we are committed to providing quality radio content for every spectrum of society across the Emirates.”
The report shows that Quran Kareem retains its place as the leader of all Arabic radio stations in the UAE, with an increase in reach amongst locals and Arabs to 47%. The loyalty to the station also remains, with an increase in share of audience to 19.2% amongst locals and Arabs. The station also maintains its diverse popularity, with listeners distributed across the 15-24 year old (20%), 25-34 year old (36%) and 35-44 year olds (24%) age brackets.
Abu Dhabi Media’s Khaleeji radio station, Emarat FM, also remains the leader of its sector, and shows a steady increase across all the categories including reach, loyalty and share of audience in the Ipsos radiometry report. The station’s reach among locals grew to 32.7%, while loyalty to the station has increased across all categories, with all listeners, especially their local target audience, listening to Emarat FM for longer. The report shows that the station’s listeners are evenly spread across the age brackets, and also indicates growth in share of audience for the UAE’s total population, Arabs and locals.
The results of the study also show significant and consistent progress for Star FM, with the station improving its reach and listener loyalty, especially amongst Arabs – the station’s core target audience. Reach amongst Arabs grew to 16.3%, while the station remains popular with a younger demographic of 15-24 year olds (34% of listeners) and 25-34 year olds (39% of listeners).
Abu Dhabi Media’s newest radio brand, Abu Dhabi Classic FM, the region’s first and only western classical music station in the GCC has made a significant appearance on the radio scene in the UAE the report states, and has also increased its reach amongst Arabs and locals to 4.1%.
About the Ipsos Radiometry Study
The Ipsos radiometry study is carried out using the CATI (Computer Assisted Telephone Interviews) methodology. The latest report is based on a sample of 2,763 people, 15 years and older, spread across different genders, ages and regions in the UAE. Strict control procedures were applied throughout the data collection phase to ensure the resulting sample is accurate and reliable
About ADRN
ADRN, the only radio network that covers the entire UAE, has five radio stations, each catering to different cultures and audience profiles, from classical music to religion. It has recently launched its iPhone application available through iTunes store and started streaming its most popular radio programs on www.adradio.ae.
About Abu Dhabi Media
Abu Dhabi Media is a leading media organization in the Middle East, with businesses in free and pay television, radio, publishing, digital media, games, feature films, music, digital signage, outside broadcast/production, and printing. The company manages over 20 market-leading brands such as the TV channels Abu Dhabi Al Oula, and Abu Dhabi Riyadiya/AD Sports, Emarat FM, and Star FM radio stations, Al Ittihad and The National newspapers, Majid and Zahrat Al Khaleej magazines, the websites, anazahra.com and admcsport.com, Karkadann Games, Imagenation Abu Dhabi, LIVE, and United Printing Press Abu Dhabi Media partners with Universal Music Group and Sony Music Entertainment on VEVO, the online music video platform and with National Geographic on National Geographic Abu Dhabi, the Arabic language television channel, and National Geographic Al Arabiya magazine. Abu Dhabi Media is headquartered in Abu Dhabi, with offices in Beirut, Cairo, Dubai and Jeddah www.admedia.ae
