Station’s share of reach in the UAE market has grown by 34% in three years; now ranked as number three station for western expats
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.
“While the station ranks highly with western expats, it is important to note that Abu Dhabi Classic FM extends further than just being an expat station. Our programming has real global appeal, and can be enjoyed by listeners from all backgrounds. Abu Dhabi Classic FM is part of Abu Dhabi’s story as the region’s ‘capital of culture’, and our growing popularity shows listeners’ increasing interest in the Emirate’s culture and arts scene,” added Sansom.
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.
Features encouraging young listeners to take an interest in classical music have helped to broaden the station’s appeal, while daily cultural interviews at 9 am and 5.30pm have also helped position Abu Dhabi Classic FM as the go to station for cultural news.
The changes have been supported by a comprehensive marketing campaign across TV and print to increase visibility, while sponsorship and events promotions have also helped build the brand’s presence on ground.
You can tune in to Abu Dhabi Classic FM on the station’s three frequencies: 91.6 Abu Dhabi, 105.2 Al Ain, 87.9 Dubai. You can also follow them on Twitter on @abudhabiclassic.
