A radio-auditing programme has been launched in the UAE, and will go live in the second half of 2017.
In mid-April, an establishment survey was begun, polling 18,000 people to understand the demographic breakdown of the market and help guide how a sample should later be set up.
That sample will be “in the high 2000s,” says Steve Smith, the outgoing chief operating officer of Dubai broadcaster Arabian Radio Network (ARN). “There will be four surveys a year. This is the beauty of it: it will be deeper than any data that is available in the market right now. It will be segmented more clearly on understanding the broad ethnic community here.” This means that media buyers will be able
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