nielsen’s report on the calculation and reporting of uae … · unpd 2016 mid-year uae population...

Copyright © 2018 The Nielsen Company. Confidential and proprietary.

NIELSEN’S REPORT ON THE CALCULATION AND REPORTING OF UAE RADIO AUDIENCE MEASUREMENT (RAM) DATA FOR THE PERIOD FROM 1 JANUARY 2018 TO 31 MARCH 2018

Copyright © 2018 The Nielsen Company. Confidential and proprietary. 2

ABOUT NIELSEN Nielsen is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen’s approach marries proprietary Nielsen data with other data sources to help clients around the world understand what's happening now, what's happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world's population.

ABOUT THIS REPORT The principal purpose of the UAE RAM is to capture the listenership of local UAE radio stations on all devices, enabling the radio industry to drive improvement in content, audience targeting and airtime sales. Included within this report (the “report”) is the methodology (the “methodology”) starting on page 4 which articulates the process undertaken by Nielsen in order to calculate and report the UAE radio audience. Nielsen methodology is divided into 3 sections: 1) Establishment survey (ES) (procedures (i) – (iv)) 2) Diary methodology to capture radio listening (procedures (v) – (vii))

3) Diary data processing and reporting the data through the Radio Advisor tool (procedures (viii)

– (xii))

The specific procedures (i) – (xii) that relate to these sections are set out in the black bold italics within the grey boxes and summarised on page 18.

ABOUT THE ASSURANCE: To help demonstrate the integrity of Nielsen’s procedures, the Directors of AC Nielsen Amer (SHJ), have appointed PwC to provide independent limited assurance over the calculation and reporting of the UAE RAM data for the period 1 January 2018 to 31 March 2018. Their independent limited assurance report is set out on pages 24 to 26 of this document.


Directors’ statement As directors of A.C. Nielsen Amer (SHJ) (the ‘Company’), we confirm that the accompanying description of procedures set out in the Nielsen’s Methodology (and as summarised in the third column on page 18) fairly presents the procedures followed by the Company to calculate and report the UAE radio audience measurement (RAM) data for the period from 1 January 2018 to 31 March 2018. The Company’s directors are and shall remain responsible for this Directors’ Statement and for:

establishing an appropriate Methodology and specific procedures for calculating and reporting the UAE RAM data to meet the needs of intended users in respect of the RAM data;

selecting dates for the reporting of the RAM data;

ensuring that the RAM data is prepared and reported in accordance with the Methodology;

designing, implementing and monitoring the policies, activities, processes and controls to comply with the specific procedures;

their Report and Methodology, including the application of the key procedures set out on page 18;

supporting the Directors’ Statement with sufficient evidence, including documentation; and

the maintenance and integrity of Nielsen’s website.

We confirm that for the three months ended 31 March 2018, we have followed our Methodology and applied the procedures described in the third column on page 18. The description of procedures does not omit or distort information relevant to the UAE RAM process but, as it is prepared to meet the common needs of a broad range of stakeholders, it may not include every aspect of the services that each stakeholder may consider important.

Signed:

Print: Mr. Arslan Ashraf

Role: MD Arabian Peninsula

Date: 30th April 2018

For and on behalf of the directors of A.C. Nielsen Amer (SHJ)


Methodology 1. Establishment survey (ES)

1.1 Purpose of the ES:

The ES is a necessary part of developing representative Radio Audience Measurement for the UAE population. A key component of any media currency is the definition of the universe to be measured against. In the case of UAE RAM the important universes to be understood are i) the total UAE population and ii) the radio listening UAE population.

1.1.1 The total UAE population universe In representing any total population size, official and known public data must be used in some capacity to determine scale. The last official UAE Government Census data is from 2005; this is now considered to be out of date and so in this instance official Census data is used in conjunction with other established and accepted data sources, viz.: ● UNPD 2016 mid-year UAE population distribution

● 2017/2018 estimates, World Bank Database, Health Nutrition and Population

Statistics Population estimates and projections

● 2015 estimates, Embassies of respective Nationalities

● UAE National Bureau of Statistics

● 2016 estimates, Nielsen field intelligence and experience basis (for social

economic class (SEC) only)

These data sources are used to determine the ES sample structure at a topline level

only - nationality, gender, age, and Emirate. The ES questionnaire then digs deeper

into other demographics not recorded by official data sources so that we can

additionally determine measures such as household size, presence of children, age of

children (for example) by nationality, gender, age, and Emirate.

1.1.2 Radio listening UAE population With no existing radio listening data available in the UAE, it is also important for the ES to collect data on listening behaviours and frequency. Questions relating to listenership have been asked of each respondent as well. With this data from the completed ES, we have a granular understanding of the population dynamics which will be used to determine the sample quotas for the radio listening diary, so that deployment and completion is consistent with the population and their radio habits, and we are confident of measuring a robust sample that is highly representative of the UAE. The data is analysed to determine the discriminating demographic variables that influence radio listening. These are the variables that the radio diary sample is then built upon. The same variables are used to determine the survey’s weighting factors.


In summary the main purpose of UAE RAM ES is:

Establishing the universe of the weighting and panel control variables for radio

diary panel

Understanding population dynamics beyond standard demographics

Understanding the radio listening universe

1.2 UAE RAM ES methodology:

1.2.1 Face to face street intercepts is the methodological approach chosen for Nielsen’s

ES survey, as the one methodology available that can accurately represent the entire

population of the UAE. Respondents are stopped in public areas, engaged with the

topic of the survey, and if they are willing to participate, the interview takes place.

A face to face methodology aims to ensure that:

We are as representative as it is possible to be, conducting interviews in all

geographically accessible locations across the UAE with no limits.

It enables targeting of geographical areas where there are difficult to reach

populations so that there is representative coverage of Emirati’s, high net worth

individuals and lower SEC grades.

It allows interviewer engagement with the respondent so we are sure of complete

and considered responses

The lists below describe the activities that make up the execution of Nielsen’s face to

face ES.

1.2.2 Before fieldwork launch:

Questionnaire is written, approved and translated into RAM languages (English

and Arabic), then programmed for Nielsen’s computer-assisted personal

interviewing (CAPI) consoles.

Questionnaire link is tested thoroughly to ensure it is running effectively and

accurately.

Link is uploaded onto console/tablet computers for interviewers to use.

Suitable interviewers (based on experience and matching as closely as possible

in terms of nationality to the sample they will interview) are chosen and briefed.

The briefing is run by Nielsen leaders; all interviewers are given an ES manual to

explain the purpose and methodology; interviewers take part in mock interviews

where they are both the interviewer and the respondent.

The ES sample is designed and approved, with the official publicly available

figures used to determine soft quotas for gender, nationality, age and Emirate

(more on sample design in the next section).

1.2.3 After fieldwork launch:

Interviewers are assigned geographic areas to target on a daily basis. Given the


language needs interviewers are generally sent to specific areas based on

Nielsen’s expectation to find a certain demographic there.

Interviewers intercept people at random within their geographical area to determine

willingness to take part.

Once an interview is completed the respondents’ data is stored on the

console/tablet so the interviewer can complete more interviews.

At the start or end of every day, each interviewer synchronises their console’s data

to the Nielsen network and all data is stored centrally.

On a daily basis, the data collected the previous day is observed so that sample

quotas can be monitored.

1.2.4 Designing the ES sample: As mentioned earlier, the purpose of the ES is to determine the individual and household demographics that exist within the overall known population from officially recognised data sources, and radio listening patterns. Therefore in designing the sample frame for the ES, the range of data sources listed have been used to generate the sample quotas. A core question is why we need sample quotas. To represent the universe of any population, an ES has to be framed around known understanding of the universe size (in this instance the available public data sources). These data sources act as a weighting mechanism for the ES collected data - without the data to weight to there can be no clear understanding whether or not the universe is actually representative. The purpose of the sample quotas in the UAE RAM ES is to ensure we are collecting representative individual, household, and radio listening data within the known population structure defined by gender, age, nationality and Emirate. The consequence of not maintaining sample quotas is that any one of those major demographics (gender, age etc) become highly distorted based on availability for surveying and do not then represent the make-up of the population, or require such extreme weighting factors to be applied as to render the resulting universe data inaccurate. We adhere to Nielsen’s global standards for determining ES sample sizes for media currencies. The standard dictates that for Year 1 of a currency the ES should be at least 8 x the panel size; for all ongoing years (if required) the ES sample should be 60% of Year 1. With a quarterly sample size for diary placements of 2,100, UAE RAM ES total sample is 17,300 for the period ended 31 December 2017. For 2018 and every year going forwards, the ES annual sample size is 10,400. The allocation of the total ES sample to core demographics (gender, age, nationality, Emirate) is then calculated based on the known population profile. The diary sample framework for the period from 1 January 2018 to 31 March 2018 was designed based on the ES of 8,650 samples, which covered the period from 17 April 2017 to 13 July 2017. Once the ES fieldwork is completed and the data set has been quality checked and processed, the results are weighted and grossed-up to the known universe


characteristics (for UAE RAM ES this is gender, age, nationality, SEC and Emirate). The data is RIM weighted at individual level.

From this final weighted output we determine:

The variables which are discriminators of radio listening behaviours, so that in

the diary RIM weighting process, we use variables that have more impact on

radio listening.

Panel/sample quotas for the radio diary placements that are representative of

the demography of the UAE population, so that sample is not biased and is

reflective of actual population, and the final data received from the completion of

all diary placements can be weighted accurately to represent the universe.

Nielsen’s key procedures:

(i) Back-checking is performed for a minimum of 80% of ES surveys.

When back-checking, the quality control team re-contact the respondent

to validate details related to the screening, basic demographics and client

specific questions and on a daily basis the quality control team compiles

the results of the back checks onto a summarised dashboard.

Accordingly, a quality performance report is prepared on a monthly basis

by the quality control lead.

(ii) The quality control and operations teams review each potential

rejection via a joint verification process to determine whether data should

be excluded; following which the data entry IDs are communicated to the

Customer Service team by the authorised parties for data to be flagged as

a rejection and therefore no longer considered in the final data.

(iii) Each week, the quality control team produce an updated performance

report for the ES. The quality control lead reviews the Quality

Performance report on at least a bi-weekly basis and takes action as

appropriate.

(iv) Senior management review the establishment survey approach and

sample sizes to ensure that they are in line with Nielsen’s methodology.


2. Diary methodology to capture radio listening

2.1 Hybrid paper diary and m-diary for UAE

We have implemented a hybrid diary solution in the UAE. This means we will maintain both a paper and an online diary (m-diary) into this market to measure all radio listening. Diaries are used in most RAM markets around the world as the preferred method of data collection for radio listening. The respondent themselves makes the decision about which diary they would like to complete. No assumptions are made to force any demographic to take any one format. Interviewers are instructed to alternate the first diary they offer to each respondent so there is no interviewer bias (i.e. respondent one is first offered paper diary then m-diary; respondent two is first offered m-diary then paper diary). Both paper and m-diary questionnaires mirror each other in terms of content and listening questions asked. Radio listening information collected includes:

Radio listening by station every 15 minutes

Place of listening (At home; In the car, bus or public transport; At work/school;

Elsewhere)

Device listening on (FM/AM radio; Internet; Mobile)

2.2 M-diary: how it works

The m-diary is accessible through a link, with a unique login number given to each m-diary respondent. The link can be accessed on any device (mobile, laptop and desktop) as long as there is a Wi-Fi or data connection available at the time of access. Each time the respondent goes into their m-diary, they will be taken immediately to a screen with drop down boxes by each radio listening question to fill out their data for each 15 minute time slot. Once a day is complete they press the completed button, and the next day of their diary week will then be available for them complete in the next 24 hours. Once their diary week is completed (all 7-days), they mark their entire week as complete in their m-diary and the data is locked. For any days where no radio listening occurs there is a check box to mark ‘no listening’. Reports from m-diary are reviewed on a daily basis to ensure user activity and completion on diary days. Where a respondent is seen to be not completing their diary the interviewers directly contact the respondent to check their understanding and willingness to still participate in the diary, and remind them to complete the diary every day.


Additional logic checks are automated and built into the m-diary to ensure accuracy of each data entry, specifically: 1. If mode of listening is not selected the survey cannot be completed for a session. 2. If place of listening is not selected the survey cannot be completed for a session. 3. The 7-day survey period cannot be submitted by the respondent if listening data

is not provided for any particular day/ ‘mark entire day as complete’ not selected. 4. Selecting multiple stations for the same time period is not possible.

To pass quality control checks all M-diaries must be complete for all 7-days and all radio listening questions.

2.3 Paper diary: how it works

The paper diary is a small A5 size booklet with a thicker paper cover to ensure durability across a week. Inside the diary are 2 main sections; grid pages marked into 15 minute time slots across 24 hours and with the Place and Device questions listed; plus a station sticker page. The station stickers list all 40 stations being covered in UAE RAM – channel name and frequency. At the top of each diary grid page are open spaces for station stickers. The respondent chooses the station(s) they are listening to, places the sticker at the top of the grid pages, and can then mark their listening to each station across the week. For any diary pages where no radio listening occurs there is a check box to mark ‘no listening’ at the bottom of each page. At the end of their diary week, Nielsen arrange to collect the paper diaries from each respondent. When the interviewer collects the diary from the respondent in person, they will review the diary with the respondent to ensure it has been completed correctly. Specifically they perform the following checks from the respondent in person: 1. All stations that the respondent listened to for 8 minutes or more are included in

the diary.

2. All stations the respondent listened to have start and stop times.

3. Location of listening is selected for every time band listened to.

4. Mode of listening is selected for every time band listened to.

5. Non-listening during any whole time period is marked on the page.

6. If over 7 hours of continuous listening is marked in the diary, interviewer to probe

and verify with the respondent.

7. Reason for non-listening are mentioned on the comments page for each day not

listened to.

8. Multiple stations are not marked in the same time period.

9. Any correction/ overwriting of respondent answer is signed by the respondent.

10. Listening is marked for all stickers placed on the diary (if not, interviewer to query with the respondent why).

When the diaries arrive at Nielsen offices, the Field Supervisor applies checks to ensure all diaries are completed correctly and respondent queries can be followed up on quickly.


The quality control team additionally check a random selection of the diaries that are checked by the Field Supervisor, applying the same logic parameters. To pass quality control checks in addition to the above, all paper diaries must be complete for all 7-days and all radio listening questions, must be answered.

2.4 Demographic information of respondents

The ES contains all of the individual demographic and household respondent information

that it is important for us to collect. Where the diary respondent has not participated in the

ES, it is necessary to collect the same ES data to ensure we are representing the correct

sample in the diaries and have the same granularity of information with which to analyse

the listening data.

For diary respondents outside of the ES (whether paper or m-diary), each respondent will

complete a similar demographic questionnaire before being introduced to their diary

choice by the same interviewer. This happens on the same platform as the ES, i.e. the

Confirm IT questionnaire software.

2.5 Languages

Given the range of nationalities and languages spoken in the UAE, both diary formats

(paper and m-diary) and the Establishment Survey are being deployed in both Arabic and

English.

2.6 Radio diaries: designing the sample

From the ES we learnt that the following variables should form the sample frame for the diaries: 1) Emirate

2) Nationality

3) SEC

4) Gender

5) Age

The whole sample frame for the diaries has been built around the population size for these variables, and must also be weighted in the final diary data set to ensure that they fairly represent the UAE population distribution.


Final diary sample framework for Emirate and gender

Panel ideals

Weighting Universe

%

Total 2,100 8,479,200 100.0%

Abu Dhabi 695 2,807,777 33.1%

Sharjah 406 1,640,800 19.4%

Dubai 722 2,914,056 34.4%

Northern Emirates

277 1,116,567 13.2%

Total 2,100 8,479,200 100.0%

Female 531 2,144,500 25.3%

Male 1,569 6,334,700 74.7%

2.7 RAM fieldwork

2.7.1 Face to face fieldwork

All fieldwork for the diary placements is done face to face, with out of home

intercepts for potential respondents. This is to ensure in the exchange the

interviewer has with the respondent, that they fully understand the diary task and

Nielsen can explain to them in person how to complete their chosen diary format. It

also ensures Nielsen have accurate exchange of personal contact details for

Nielsen’s engagement program throughout their diary week (see section 4: RAM

respondent engagement process).

Face to face fieldwork also means we can fully cover all geographical and

residential areas of the UAE and each Emirate – whereas CATI (telephone)

recruitment is less representative because of the low levels of landlines in the

country and high levels people with multiple personal smartphones; and online

panels do not cover important demographics like Emiratis, Westerners and SEC

AB.


(v) Nielsen management reviews diary survey approach and sample

sizes to ensure that results from ES have been applied to final

sampling approach for the diary survey.


Nielsen’s face to face methodology aims to ensure that:

Nielsen are as representative as it is possible to be, conducting interviews in all

geographically accessible locations across the UAE with no limits.

It enables targeting of geographical areas where there are difficult to reach

populations so that there is representative coverage of Emiratis, high net worth

individuals and lower SEC grades.

It allows interviewer engagement with the respondent so Nielsen can ensure the

responses are complete.

Interviewers intercept people at random within their geographical area to determine willingness to take part.

Every interviewer has random accompanied interviews with a Field Supervisor. These accompaniments happen at random and without the interviewer’s prior knowledge. The Field Supervisor observes all elements within the recruitment and diary placement activities. Random supervised interviews occur throughout the fieldwork period for all interviewers.

2.7.2 Geographic coverage of the UAE

All populated areas of the UAE (Emirates) are known to have specific areas where a significant incidence of certain nationalities and demographics are likely to be. These individual areas within the Emirates are called catchment areas. Once the total RAM sample has been split into population based demographic quotas, Nielsen Field Leaders then assign sample quotas to individual interviewers. Interviewers are assigned weekly quotas by catchment areas. Catchment areas are determined for all core nationalities. For harder to reach demographics with a low population incidence rate (Iranian, Chinese, Westerner, Sri Lankan) no catchment area is specified, and these nationalities are selected entirely randomly. This is a good methodology for ensuring randomness within the market limitations. Nielsen adheres to specific requirements for geographic coverage:

All catchment areas are included, none are excluded; therefore, all possible

geographic areas are covered.

Interviewers attend catchment areas at different times of the day – office hours,

morning, afternoon, and evening (up to 11pm local time) – and different days of the

week; therefore, there is no bias on time of interview.

The number of interviewers in any one catchment area at any one time is limited to

2 maximum: therefore, there is no over saturation on any one day, time, or

respondent typology.

Interviewers are given a range of catchment areas to cover over the fieldwork

period; therefore reducing any interviewer bias through familiarity.

Interviewers are given soft quotas for a catchment area based on nationality,

gender and age; therefore, no individual catchment area can contribute more in

completed interviews than another and cause respondent typology bias.


Only 1 respondent is eligible to complete if they are with a group of people;

therefore, minimising respondent typology/behavioural bias (see note on household

flooding: Section 2.75).

The interviewer will randomly stop potential respondents within their catchment area, introduce themselves and the purpose of the diary, and determine willingness and eligibility to continue. If any interviewer should complete a successful placement with a nationality that is not necessarily expected within a certain catchment area, this is still included within the total sample. Completion of sample quotas from individual interviewers are monitored weekly.

2.7.3 Rolling fieldwork to remove bias

Nielsen are conducting fieldwork on a rolling basis, which means we will place diaries and record radio listening from the UAE population every day of the year. This aims to ensure that there is no fixed fieldwork period where any broadcaster can influence listening through targeting audiences with (for example) new competitions with big prizes. It also ensures that regional nuances, such as Ramadan, where population behaviour and structure changes, has little influence on Nielsen’s ability to collect representative listening data.

An important consideration for rolling fieldwork is sample consistency across each quarter to ensure there is no bias by (for example) completing any one core demographic with a short time frame. Therefore the sample is built into monthly blocks to ensure monthly consistency, rolling up into each quarterly data release.

2.7.4 Fresh quarterly sample for diary placements

Each individual respondent for the diary placement will only complete one 7-day diary, which starts the day after they are recruited. Each respondent is a fresh recruit, i.e there is no fixed panel or sample where we ask individuals to complete diaries in multiple weeks or in multiple quarters. Once a respondent has completed a diary, they are not eligible to complete another diary for UAE RAM for a minimum of 6 months.

2.7.5 Household flooding for challenging demographics and minors

Household flooding is a technique whereby one eligible respondent within a household can introduce another eligible respondent within a household – thus 2 respondents can then be completing a diary from the same household. This is very common on other RAM markets around the world, but given the unique household make up within the UAE – very large households amongst the local population, labour camp living for the lower SECs with multiple residents living in one room, and expat shared accommodation amongst friends – Nielsen does not deploy household flooding in UAE RAM except in 2 cases:

For 4 of the most challenging demographics with low incidence rates in the

population (Chinese, Iranian, Sri Lankan, Westerners)

For 10 to 19 year olds – where an eligible adult is completing a diary in a


household and there is an eligible child (in this age group) in the household who

can also complete a radio diary. This age group receive the same sticker diary

as the adults.

2.8 RAM respondent engagement and validation process

An engagement plan has been implemented to ensure respondent engagement and compliance throughout their diary week.

Intercept and placement: from the point of interception and diary placement, the

interviewer and respondent exchange phone numbers and test them to ensure they

are complete. The respondent is advised that Nielsen will contact them during their

week, and they may also contact their interviewer at any time during the week.

Day 2: the Nielsen quality control team will contact the respondent on day 2 of their

diary week. This is to validate the respondent (core demographics and actual diary

placement) as well as to ensure that the respondent understands expectations of

them, understands their diary choice and has started completing their diary. For the m-

diary, Nielsen know whether they have actually started their diary given the online

system provides visibility of when the data is visible to us online.

Day 3-4: if the quality control team has been unable to speak to the respondent on day

2, the respondent will be sent an SMS (text message) from Nielsen asking them to

reply with the same information as would be collected in the phone call. This is free of

charge for the respondent to reply.

Day 4: if there has been no contact with the respondent by day 4 then the interviewers

look to start replacing them for the final sample.

Day 6-7: the interviewer will contact the respondent to ensure compliance, and

arrange an appointment and location to collect the diary and exchange voucher

incentives (for paper only) M-diary respondent receive an e-voucher incentive (RAM

diary incentives described on page 15.

Nielsen will attempt to contact 100% of all diary respondents through the telephone and SMS system as described in the engagement plan above. It is a market condition that some nationalities are harder to receive a response from than others, during the diary week post diary completion. Although 100% validation is attempted, Nielsen’s international standards will accept 80% validation across all diaries for UAE RAM.


2.9 RAM diary incentives

Given the range of nationalities and diversity within the UAE, a tailored incentive plan is

being used for the diary placements.

Additionally, every respondent who completes their 7-day diary in any one quarter, will be entered into a prize draw for $1,000, in accordance with the rules and regulations laid down by the Dubai Creative Clusters Authority, who will oversee the prize draw mechanics up to awarding the winning respondent. Should any one respondent not want to claim the $1,000 then we will donate the money to a UAE based charity, with official receipting.


(vi) During the respondent engagement process, the quality control

team call back each respondent to confirm their responses to selected

basic demographics and specific questions, such as:

1. Participation in surveys relating to radio.

2. Basic demographics including age, nationality, Emirate of residence.

3. Type of home (rented/owned).

4. Whether they listen to radio.

5. Whether they received and started their diary (whether paper or m-

diary).

During the validation process the quality control team rejects any

respondent and diary data if the respondent exists but no ES interview

has been carried out.

(vii) Each week, the quality control team produce an updated

performance report for the diary fieldwork. Specifically the reports

include:

- Fieldwork sample achieved

- Results of respondent validations

- Quality performance measured by the integrity of the checked data,

respondent and questionnaire content checks, and error rate

- Data rejection levels and reasons for rejection

The quality control lead reviews the quality performance report at

least on a bi-weekly basis and takes action as appropriate.


3 Diary data processing and reporting the data through the Radio Advisor tool

3.1 Paper diary processing

All paper diaries are collected by the field interviewers and returned to Nielsen data

processing teams. Following approval of the diary from the Quality Control team, the

data from each diary is entered into the Radio Data Entry system manually.

3.2 M-diary processing

All data for the m-diary is collected by the m-diary platform as it is an online

application. Once the respondent completes their diary week, the data is automatically

stored on Nielsen servers. No data entry is required.

3.3 Merging the paper and m-diary datasets together

The m-diary data is exported out of the m-diary platform and imported into the Radio

Data Entry system, which is where we also punch in the data from the paper diaries.

In this way the two datasets (paper diary, m-diary) are amalgamated into one dataset,

with all of the radio listening data in one place.

The demographic data from both the ES and Nielsen’s fresh sample recruits is

collected on the ConfirmIT platform. No data entry is required. This stays in the

ConfirmIT database and is not merged into the Radio Data Entry system.

3.4 Applying weights to the radio data

RIM-weighting is a mathematical weighting technique used on audience

measurement data around the world. It is applied to the radio diary data in order to

ensure the collected listening data represents the UAE population (universe). It is

used to balance out the sample and to estimate the size of the represented audience.

3.5 Final radio data files

After data processing and weighting there are two complete datasets: one containing

the combined paper and m-diary listening data, and one containing all of the

demographic data. Both of these datasets are sent to the Radio Advisor team ready

for deployment into the interface.

3.6 Radio Advisor and reporting

The Radio Advisor development team prepare the files for loading into the Radio

Advisor software. Once these files are ready, they are tested by the Data Science

team (see below) before releasing to the market. Before the data is released to the

industry, Nielsen’s Data Science team perform various checks on the final dataset in

Radio Advisor, specifically looking to observe:

If there are any sampling errors for radio stations

Whether weighting efficiencies have been implemented accurately for key

variables (demographics including gender, age Emirate etc)

Whether correct universes are showing for the main variables where weighting

has been applied, to ensure each population size is accurate



(viii) In order to ensure accurate transposition of the paper diary data into

the system, at least 30% of the paper diaries are entered twice by a

different data entry person. The second diary entry goes into a separate

system that sits alongside the Radio Data Entry system and then both

diary entries are compared for accuracy. An error rate of 2% is acceptable

and anything higher than 2% will result in the entire batch for that data

puncher to be re-punched.

(ix) Mobile diary data gets downloaded from the mobile diary application

by the head of the data entry team which is then sent to the processing

team who then upload the data manually to the RAM database.

(x) Monitoring of RAM data for the following attributes considered

unusual, to ensure that diaries that should be rejected, have been

rejected:

- more than 7 hours of continuous listening to any one station; and

- blank diaries

If unusual data, as per the above attributes, have been identified, the

quality control team will contact the respondent to re-confirm the

listening pattern before rejecting the data.

(xi) Data Science lead reviews the result of RIM weighting to ensure that

RIM weighting was correctly applied to diary data.

(xii) Nielsen management review key reports for accuracy and

completeness before UAE RAM data is released.


Nielsen’s key procedures

Procedure No

Methodology section

Procedure description

(i) ES Back-checking is performed for a minimum of 80% of ES surveys. When back-checking, the quality control team re-contact the respondent to validate details related to the screening, basic demographics and client specific questions and on a daily basis the quality control team compiles the results of the back checks onto a summarised dashboard. Accordingly, a quality performance report is prepared on a monthly basis by

the Quality Control lead.

(ii) ES The quality control and operations teams review each potential rejection via a joint verification process to determine whether data should be excluded; following which the data entry ID's are communicated to the Customer Service team by the authorised parties for the data to be flagged as a rejection and therefore no longer considered in the final data.

(iii) ES Each week, the quality control team produce an updated performance report for the ES. The quality control lead reviews the Quality Performance report on at least a bi-weekly basis and takes action as appropriate.

(iv) ES Senior management review the establishment survey approach and samples sizes to ensure that they are in line with the Nielsen methodology.

(v) Radio diaries: designing the sample

Nielsen management reviews diary survey approach and sample sizes to ensure that results from the establishment survey have been applied to final sampling approach for the diary survey.

(vi) RAM respondent engagement and validation process

The quality control team call back each respondent to confirm their responses to selected basic demographics and client specific questions. The quality control team will reject any respondent and diary data if the diary respondent confirms that there had been no ES survey carried out.

(vii) RAM respondent engagement and validation process

Each week, the quality control team produce an updated performance report for the diary fieldwork. The quality control lead reviews the Quality Performance report at least on a bi-weekly basis and takes action as appropriate.

(viii) Diary data processing and reporting the data through the Radio Advisor tool

In order to ensure accurate transposition of the paper diary data into the system, at least 30% of the paper diaries are entered twice by a different data entry person. The second diary entry goes into a separate system that sits alongside the Radio Data Entry system and then both diary entries are compared for accuracy. An error rate of 2% is acceptable and anything higher than 2% will result in the entire batch for that data puncher to be re-punched.

(ix) Diary data processing and reporting the data through the Radio Advisor tool

Mobile diary data gets downloaded from the mobile diary application by the head of the data entry team which is then sent to the processing team who then upload the data manually to the RAM database.

(x) RAM respondent engagement and validation process / Diary data processing and reporting the data through the Radio Advisor tool

Monitoring of RAM data for the following attributes considered unusual, to ensure that diaries that should be rejected, have been rejected:

- more than 7 hours of continuous listening to any one station; and

- blank diaries

If unusual data, as per the above attributes, have been identified, the quality control team will contact the respondent to re-confirm the listening pattern before rejecting the data.

(xi) Diary data processing and reporting the data through the Radio Advisor tool

Data Science lead reviews the result of RIM weighting to ensure that RIM weighting was correctly applied to diary data.

(xii) Diary data processing and reporting the data through the Radio Advisor tool

Nielsen management review key reports for accuracy and completeness before UAE RAM data is released.

Procedures subject to independent limited assurance by PwC


Appendix 1. Key Radio Advisor Reports

GLOSSARY OF METRICS

CUME. / REACH: The total number of unique people (net) who listen for at

least one quarter hour during the course of a selected time-period / day-part.

STATION SHARE: The percentage of the total radio listening audience in a

given time period, which is tuned to a particular station.

Share is a station’s audience expressed as a percentage of the total radio

audience for the same time period. Share is always calculated against

all stations in the market.

TIME SPENT LISTENING: The estimated length of time that a Station's

listeners spend listening to that Station.

AVERAGE AUDIENCE: The average number of listeners tuned in, at any

given time during the selected time period.

+/-: Difference between 2018 and 2017 for the statistics used (Cume, Share,

TSL and Average Audience), not a ranking difference.


Appendix 1. Key Radio Advisor Reports (continued)

Cume. / Reach Station Share Time Spent Listening Average Audience 000's Rank +/-(000) % Rank +/-(%) hh.mm Rank +/-(hh.mm) 000's Rank `+/-(000)

Arabic AL ARABIYA 956 1 67 3.9 2 0 2.47 7 -0:21 16 2 -1 AD QURAAN 858 2 -139 5 1 -0.9 3.55 1 -0:21 20 1 -5

AL RABIA 838 3 40 3.1 3 0.4 2.31 11 0:03 13 3 1 KHALEEJIYA 595 4 40 2.1 4 0.2 2.22 13 -0:07 8 4 0 EMARAT FM 387 5 49 1.3 8 0.2 2.17 14 0:02 5 8 0 DUB QURAN 370 6 -62 1.7 5 0 3.08 3 0:21 7 5 0

STAR FM 368 7 58 1.4 7 0.3 2.38 9 0:05 6 7 1 ABU DHABI 335 8 70 1.6 6 0.4 3.18 2 0:10 7 5 2

RADIO SAWA 278 9 -43 1.1 9 -0.3 2.41 8 -0:26 4 9 -2 SHARJAH FM 251 10 -11 1 10 -0.1 2.36 10 -0:29 4 9 -1 NOOR DUBAI 243 11 24 0.7 12 0 2.04 19 -0:20 3 11 0 DUBAI FM93 228 12 9 0.7 12 0 2.07 17 -0:12 3 11 0

MONTECARLO 199 13 -2 0.7 12 -0.2 2.17 14 -0:44 3 11 -1 SHJ QURAN 194 14 194 0.9 11 0.9 2.59 6 2:59 3 11 3 FUJAIRAH 133 15 6 0.4 16 -0.2 2.14 16 -1:05 2 15 0 SKY NEWS 133 15 50 0.5 15 0 2.3 12 -1:57 2 15 0

AL OULA RD 83 17 -14 0.3 17 0 2.07 17 0:10 1 17 0 RAK HOLY 61 18 -96 0.3 17 -0.7 3.04 4 -1:18 1 17 -3

RAK ARABIC 59 19 25 0.3 17 0.1 3.04 4 -0:15 1 17 0 ZAYED FM 18 20 18 0 20 0 1.26 20 1:26 0 20 0

English VIRGIN RD 1308 1 -95 7.2 1 -1.4 3.43 2 -0:42 29 1 -8

RADIO 1 442 2 -5 1.7 4 -0.7 2.32 8 -1:15 7 4 -3 CHANNEL 4 409 3 -191 2.2 2 -0.5 3.34 3 0:22 9 2 -2

DUBAI 92 393 4 18 1.9 3 0.2 3.19 5 0:17 8 3 1 DUBAI EYE 327 5 122 1.5 5 0.5 3.02 6 -0:32 6 5 2 DANCE FM 215 6 40 0.8 7 0.2 2.37 7 0:01 3 7 0

AD CLASSIC 186 7 53 0.9 6 0.5 3.22 4 1:14 4 6 2 RADIO 2 173 8 27 0.6 8 0 2.23 9 -0:24 2 8 0

HEART FM 38 9 38 0.2 9 0.2 4.08 1 4:08 1 9 1 Hindi

RD MIRCHI 2103 1 -162 14.8 1 0.6 4.46 1 0:17 60 1 0 RADIO 4 FM 1382 2 -82 7.8 2 -0.7 3.5 3 -0:56 32 2 -4

CITY FM 1281 3 -111 7.3 3 0.4 3.52 2 0:18 29 3 -1 BIG FM 1060 4 -39 5.9 4 0.7 3.45 4 0:20 24 4 2

SUNO 102.4 404 5 -39 1.7 6 -0.4 2.48 6 -0:38 7 5 -2 RD SPICE 317 6 -177 1.8 5 -0.6 3.45 4 0:14 7 5 -3 Malayalam

HIT 96.7 363 1 -74 2.3 1 -0.4 4.19 3 -0:03 9 1 -2 RD Mango 246 2 -19 1.2 4 -0.2 3.19 7 -0:33 5 4 -1 GOLD FM 244 3 10 1.6 2 0.3 4.19 3 0:26 6 3 1

V O KERALA 216 4 39 1.6 2 0.6 5.04 2 0:51 7 2 3 ASIANET RD 198 5 -43 0.8 6 -0.2 2.43 9 -0:24 3 5 -1

CLUB FM 180 6 -60 0.8 6 -0.2 2.52 8 -0:10 3 5 -1 RD ASIA AM 102 7 -20 0.6 8 -0.1 3.47 5 -0:20 2 8 -1 PRAVASI BH 84 8 70 0.4 9 0.3 3.33 6 -0:24 2 8 2

FLOWERS FM 71 9 -59 0.9 5 0.3 8.11 1 4:37 3 5 0 Specialist TAG 91.1 428 1 136 2.7 1 0.5 4.15 4 -0:47 11 1 2

RD SHOMA 253 2 52 1.8 2 0.5 4.55 3 0:14 7 2 1 TAMIL FM 146 3 -23 1.1 3 0.1 4.56 2 0:43 4 3 0

AUTO RADIO 57 4 16 0.2 4 0.1 2.43 6 0:29 1 4 0 PEARL FM 53 5 -32 0.2 4 -0.2 2.52 5 -0:12 1 4 -1 GILLI FM 15 6 15 0.1 6 0.1 5.32 1 5:32 1 4 1

UAE Radio Audience Measurement Universe: Total UAE Population Quarter 1 2018; 1

ST January 2018 to 30

th March 2018

Report: Full week (Sunday to Saturday),12am to 12am



Cume. / Reach Station Share Time Spent Listening Average Audience

000's Rank +/-(000) % Rank +/-(%) hh.mm Rank +/-(hh.mm) 000's Rank +/-(000)

Arabic

AD QURAAN 484 1 6 11.5 1 -2.7 4.13 6 -1:14 12 1 -4

EMARAT FM 183 2 28 2.6 3 0.8 2.34 14 0:33 3 3 1

ABU DHABI 145 3 32 3.6 2 1.2 4.26 5 0:37 4 2 1

SKY NEWS 111 4 46 1.6 5 0 2.34 14 -1:58 2 4 0

RADIO SAWA 93 5 33 1.8 4 0.2 3.29 9 -1:18 2 4 0

AL ARABIYA 64 6 20 1 6 0 2.53 12 -1:26 1 6 0

KHALEEJIYA 46 7 29 0.9 7 0.7 3.34 8 2:29 1 6 1

STAR FM 35 8 -8 0.5 9 0 2.32 16 0:20 1 6 0

AL RABIA 27 9 -21 0.5 9 -0.2 3.12 10 0:38 1 6 0

DUBAI FM93 27 9 -9 0.4 13 -0.1 2.35 13 0:10 0 13 -1

DUB QURAN 26 11 -29 0.5 9 -0.6 3.41 7 0:03 1 6 0

SHARJAH FM 17 12 6 0.5 9 0.4 4.49 4 2:27 1 6 1

MONTECARLO 16 13 -8 0.6 8 -0.8 6.37 3 -3:24 1 6 0

NOOR DUBAI 16 13 6 0.3 15 0 3.02 11 -2:02 0 13 0

ZAYED FM 15 15 15 0.1 17 0.1 1.26 17 1:26 0 13 0

AL OULA RD 9 16 -5 0.4 13 0.2 7.17 1 4:11 0 13 0

FUJAIRAH 4 17 -1 0.2 16 0.1 6.45 2 1:45 0 13 0

RAK ARABIC 0 18 -4 0 18 0 0 18 -2:00 0 13 0

RAK HOLY 0 18 -14 0 18 -0.1 0 18 -1:36 0 13 0

SHJ QURAN 0 18 0 0 18 0 0 18 0:00 0 13 0

English

VIRGIN RD 403 1 17 7.4 1 -1.5 3.16 3 -0:57 8 1 -2

RADIO 1 280 2 -6 3.8 2 -2.9 2.26 8 -1:51 4 2 -3

AD CLASSIC 96 3 13 1.8 3 0.8 3.21 2 1:16 2 3 1

Dubai Eye 74 4 63 1.3 4 1.1 3.11 4 1:06 1 4 1

Dubai 92 68 5 37 1 6 0.5 2.46 7 0:05 1 4 0

RADIO 2 66 6 -12 1.2 5 0.2 3.11 4 0:43 1 4 0

DANCE FM 39 7 8 0.6 7 0.2 2.49 6 0:23 1 4 1

CHANNEL 4 33 8 -17 0.4 9 -0.6 1.58 9 -1:47 0 9 -1

HEART FM 15 9 15 0.5 8 0.5 5.44 1 5:44 1 4 1

Hindi

RD MIRCHI 991 1 -149 31.1 1 -0.9 5.35 2 0:27 33 1 -2

RADIO 4 FM 199 2 -34 4.6 2 -0.3 4.06 3 0:13 5 2 0

CITY FM 97 3 -24 1.4 3 0.1 2.4 5 0:04 2 3 1

BIG FM 38 4 -51 0.7 4 -0.1 3.29 4 1:51 1 4 0

SUNO 102.4 29 5 -18 0.3 6 0 1.35 6 0:13 0 6 0

RD SPICE 15 6 -13 0.5 5 -0.6 6.01 1 -1:07 1 4 0

Malayalam

HIT 96.7 117 1 45 2.4 2 1 3.41 5 0:37 3 1 1

ASIANET RD 101 2 -15 1.3 3 -0.5 2.22 8 -0:30 1 3 -1

V O KERALA 90 3 73 2.5 1 1.9 4.52 4 -1:55 3 1 2

RD Mango 74 4 53 1.3 3 1 3.1 7 0:14 1 3 1

PRAVASI BH 71 5 57 1.3 3 1 3.21 6 -0:36 1 3 1

RD ASIA AM 32 6 6 1 7 0.3 5.3 3 0:20 1 3 0

CLUB FM 29 7 11 1.1 6 0.9 6.48 2 4:19 1 3 1

GOLD FM 17 8 -4 0.2 9 -0.2 1.43 9 -1:43 0 8 0

Flowers FM 4 9 -7 0.3 8 0.1 12 1 8:59 0 8 0

Specialist

TAG 91.1 176 1 77 2.2 1 0.6 2.13 5 -0:46 2 1 0

RD SHOMA 88 2 41 1.3 2 0.4 2.4 4 -1:31 1 2 0

TAMIL FM 27 3 -58 0.8 3 -1.5 5.16 2 0:12 1 2 -2

AUTO RADIO 17 4 9 0.1 6 0 1.11 6 -0:58 0 4 0

PEARL FM 8 5 -10 0.2 5 -0.2 4.23 3 1:18 0 4 0

GILLI FM 3 6 3 0.3 4 0.3 14.45 1 14:45 0 4 0

UAE Radio Audience Measurement Universe: Abu Dhabi Quarter 1 2018; 1


th March 2018

Report: Full week (Sunday to Saturday), 12am to 12am


Cume. / Reach Station Share Time Spent Listening Average Audience 000's Rank +/-(000) % Rank +/-(%) hh.mm Rank +/-(hh.mm) 000's Rank `+/-(000)

Arabic AL ARABIYA 406 1 36 4.4 1 0.1 2.55 6 -0:06 7 1 0

AL RABIA 380 2 84 3 2 0.4 2.07 13 -0:15 5 2 1 KHALEEJIYA 241 3 21 2 5 -0.1 2.14 12 -0:19 3 5 0 DUB QURAN 209 4 -10 2.5 4 0.3 3.13 4 0:32 4 3 1 AD QURAAN 200 5 16 2.6 3 0.4 3.26 2 0:09 4 3 0

STAR FM 164 6 47 1.7 6 0.7 2.49 7 0:32 3 5 1 NOOR DUBAI 123 7 17 0.9 9 -0.1 1.5 18 -1:36 1 9 -1 ABU DHABI 119 8 44 1 7 0.3 2.17 11 -0:20 2 7 1 DUBAI FM93 109 9 -6 0.9 9 -0.3 2.06 14 0:01 1 9 -1 RADIO SAWA 108 10 -25 1 7 -0.4 2.31 8 -0:25 2 7 0 EMARAT FM 102 11 38 0.9 9 0.5 2.23 10 1:18 1 9 0

MONTECARLO 75 12 25 0.5 12 0.2 1.39 19 -0:13 1 9 0 AL OULA RD 36 13 -10 0.3 14 -0.1 2.02 16 -0:25 0 15 -1 SHJ QURAN 33 14 33 0.4 13 0.4 3.1 5 3:01 1 9 1

SHARJAH FM 26 15 -24 0.3 14 -0.2 3.21 3 0:30 1 9 0 SKY NEWS 18 16 6 0.1 16 0.1 2.06 14 1:09 0 15 0

RAK ARABIC 7 17 4 0 18 0 2 17 -0:45 0 15 0 RAK HOLY 6 18 -46 0.1 16 -0.7 3.37 1 -0:31 0 15 -1 FUJAIRAH 4 19 -7 0 18 0 2.3 9 1:07 0 15 0 ZAYED FM 0 20 0 0 18 0 0 20 0:00 0 15 0

English VIRGIN RD 651 1 9 9.5 1 -2 3.52 4 -0:59 15 1 -4 CHANNEL 4 258 2 -99 4.1 2 0 4.13 1 1:06 6 2 -1

Dubai 92 208 3 -42 2.7 3 -0.5 3.29 5 0:00 4 3 -1 Dubai Eye 190 4 57 1.8 4 0.1 2.33 8 -0:56 3 4 0

DANCE FM 108 5 11 1.3 5 0.5 3.07 6 0:45 2 5 1 RADIO 1 79 6 -10 1.2 6 0.2 4.02 2 1:04 2 5 0

AD CLASSIC 62 7 39 0.9 7 0.8 4.01 3 2:38 1 7 1 RADIO 2 61 8 34 0.5 8 0.2 2.07 9 -0:22 1 7 1

HEART FM 14 9 14 0.2 9 0.2 3.07 6 3:07 0 9 0 Hindi

CITY FM 613 1 -112 10.2 1 0.1 4.27 1 0:40 16 1 0 RADIO 4 FM 602 2 -75 9.2 2 -1.5 4.04 3 -0:15 15 2 -2 RD MIRCHI 542 3 -32 8.7 3 1.7 4.15 2 0:56 14 3 3

BIG FM 535 4 28 7.6 4 0.9 3.47 4 0:12 12 4 1 SUNO 102.4 198 5 14 1.9 5 -0.5 2.37 6 -1:00 3 5 -1 RD SPICE 124 6 -64 1.5 6 -0.1 3.17 5 0:58 2 6 -1 Malayalam

HIT 96.7 137 1 -51 2 1 -1.5 3.59 4 -1:07 3 1 -3 GOLD FM 127 2 7 1.8 2 0 3.46 5 -0:19 3 1 0 RD Mango 77 3 -33 1 4 -0.7 3.25 6 -0:41 2 3 -1

V O KERALA 77 3 11 1.5 3 0.9 5.08 2 3:04 2 3 1 CLUB FM 69 5 -72 0.7 6 -0.8 2.43 7 -0:16 1 6 -2

ASIANET RD 62 6 -13 0.4 7 -0.4 1.37 9 -1:23 1 6 0 Flowers FM 44 7 -12 0.9 5 0.2 5.42 1 2:14 2 3 1

RD ASIA AM 28 8 6 0.2 8 0 1.55 8 -0:10 0 8 0 PRAVASI BH 5 9 5 0.1 9 0.1 4 3 4:00 0 8 0

Specialist TAG 91.1 145 1 30 2.4 1 -0.4 4.25 4 -2:18 4 1 -1

RD SHOMA 85 2 7 2.1 2 0.9 6.29 1 2:18 3 2 1 TAMIL FM 83 3 50 1.7 3 1.3 5.18 3 1:49 3 2 2

AUTO RADIO 22 4 -1 0.4 4 0.2 5.28 2 2:43 1 4 1 PEARL FM 16 5 -17 0.1 5 -0.5 1.45 6 -3:14 0 5 -1 GILLI FM 4 6 4 0.1 5 0.1 3.45 5 3:45 0 5 0


UAE Radio Audience Measurement Universe: Dubai Quarter 1 2018; 1


th March 2018



Cume. / Reach Station Share Time Spent Listening Average Audience 000's Rank +/-(000) % Rank +/-(%) hh.mm Rank +/-(hh.mm) 000's Rank +/-(000)

Arabic AL ARABIYA 486 1 12 5.6 1 0.1 2.4 9 -0:57 8 1 0

AL RABIA 431 2 -24 5.3 2 0.9 2.49 6 0:18 7 2 0 KHALEEJIYA 308 3 -10 3 3 0 2.17 12 -0:12 4 3 -1 SHARJAH FM 207 4 7 2.1 5 -0.3 2.19 11 -0:52 3 5 -1 AD QURAAN 174 5 -160 2.7 4 -1.3 3.35 1 0:29 4 3 -2

STAR FM 170 6 20 1.8 7 0.2 2.28 10 -0:24 2 7 -1 SHJ QURAN 161 7 161 2 6 2 2.57 4 2:57 3 5 3 DUB QURAN 135 8 -23 1.7 8 0.1 2.55 5 0:17 2 7 0 FUJAIRAH 125 9 15 1.1 9 -0.4 2.04 14 -1:25 2 7 0

MONTECARLO 108 10 -18 1 10 -0.1 2.04 14 -0:15 1 10 -1 NOOR DUBAI 104 11 1 1 10 0.3 2.1 13 0:10 1 10 0 EMARAT FM 103 12 -15 0.8 12 -0.4 1.44 18 -0:51 1 10 -1 DUBAI FM93 92 13 25 0.8 12 0.5 1.59 16 0:37 1 10 0 RADIO SAWA 77 14 -51 0.6 17 -0.6 1.56 17 -0:35 1 10 -1 ABU DHABI 71 15 -6 0.8 12 0 2.42 8 0:03 1 10 0 RAK HOLY 55 16 -36 0.7 15 -1 3 3 -1:56 1 10 -2

RAK ARABIC 53 17 26 0.7 15 0.3 3.12 2 -0:22 1 10 0 AL OULA RD 38 18 1 0.1 18 0 0.55 20 0:03 0 18 0 SKY NEWS 4 19 -3 0 19 -0.1 2.45 7 -1:16 0 18 0 ZAYED FM 3 20 3 0 19 0 1.3 19 1:03 0 18 0

English VIRGIN RD 255 1 -119 4.5 1 -1 4.04 2 0:11 6 1 -3 CHANNEL 4 119 2 -74 1.3 3 -1.1 2.36 5 -0:35 2 2 -2

Dubai 92 117 3 24 1.7 2 0.6 3.19 3 0:11 2 2 0 RADIO 1 83 4 11 0.5 5 -0.3 1.23 9 -0:42 1 5 0

DANCE FM 68 5 21 0.5 5 -0.1 1.44 7 -1:28 1 5 0 Dubai Eye 63 6 2 1.2 4 0.3 4.22 1 0:27 2 2 1 RADIO 2 47 7 6 0.3 7 -0.3 1.35 8 -2:00 0 7 -1

AD CLASSIC 29 8 3 0.2 8 -0.1 1.58 6 -1:01 0 7 0 HEART FM 9 9 9 0.1 9 0.1 2.53 4 2:53 0 7 0

Hindi RADIO 4 FM 581 1 28 8.8 2 0.1 3.3 4 -1:04 12 2 -2

CITY FM 571 2 25 8.4 3 0.9 3.26 5 -0:10 12 2 0 RD MIRCHI 570 3 19 9.5 1 0.3 3.5 2 -1:17 13 1 -1

BIG FM 487 4 -15 7.8 4 1 3.44 3 0:10 11 4 0 RD SPICE 178 5 -100 3 5 -1.2 3.52 1 -0:05 4 5 -3

SUNO 102.4 178 5 -34 2.4 6 -0.6 3.11 6 -0:33 3 6 -2 Malayalam

HIT 96.7 110 1 -66 2.6 1 0 5.24 4 1:31 4 1 0 GOLD FM 101 2 8 2.4 2 1.1 5.28 3 1:44 3 2 1 RD Mango 94 3 -40 1.4 3 -0.6 3.22 8 -0:29 2 3 -1 CLUB FM 82 4 1 0.6 8 -0.4 1.37 9 -1:39 1 6 -1

V O KERALA 50 5 -44 1.1 5 -0.7 5.18 5 0:27 2 3 -1 RD ASIA AM 42 6 -32 0.7 7 -0.5 3.46 7 -0:31 1 6 -1 ASIANET RD 35 7 -15 0.8 6 0.1 5.38 2 1:44 1 6 0 Flowers FM 23 8 -40 1.2 4 0.3 12.22 1 8:36 2 3 1

PRAVASI BH 7 9 7 0.2 9 0.2 5.15 6 5:15 0 9 0 Specialist TAG 91.1 107 1 29 3.4 1 1.5 7.22 1 1:05 5 1 2

RD SHOMA 80 2 4 2 2 0.3 5.41 2 0:36 3 2 0 TAMIL FM 35 3 -16 0.6 3 0 3.47 3 0:30 1 3 0 PEARL FM 29 4 -6 0.4 4 0.1 3.05 4 0:43 1 3 1

AUTO RADIO 19 5 8 0.1 5 0.1 0.54 6 -0:07 0 5 0 GILLI FM 8 6 8 0.1 5 0.1 2.51 5 2:51 0 5 0


UAE Radio Audience Measurement Universe: Sharjah & Northern Emirates Quarter 1 2018; 1


th March 2018


PricewaterhouseCoopers (Dubai Branch), License no. 102451 Emaar Square, Building 4, Level 8, P O Box 11987, Dubai - United Arab Emirates T: +971 (0)4 304 3100, F: +971 (0)4 346 9150, www.pwc.com/me Douglas O’Mahony, Paul Suddaby, Jacques Fakhoury and Mohamed ElBorno are registered as practising auditors with the UAE Ministry of Economy 24

Independent assurance report to the directors of A.C. Nielsen Amer (SHJ) over the application of their methodology in the calculation and reporting of the UAE radio audience measurement data for the period from 1 January 2018 to 31 March 2018 We have been engaged by the directors of A.C. Nielsen Amer (SHJ) (“Nielsen”) to perform an independent limited assurance engagement over the scope described below and the key procedures set out in the third column of the table on page 18 of the Nielsen report on their calculation and reporting of the UAE Radio Audience Measurement (RAM) data for the period from 1 January 2018 to 31 March 2018 (the ‘Report’). Limited assurance conclusion Based on the results of our limited assurance procedures, nothing has come to our attention that causes us to believe that the key procedures described in the third column of the table on page 18 do not fairly state, in all material respects, the procedures followed by Nielsen to calculate and report the UAE RAM data for the period from 1 January 2018 to 31 March 2018. Scope of our work We have performed a limited assurance engagement over the key procedures described in the third column of the table on page 18 (‘Nielsen’s key procedures’) within Nielsen’s methodology (the ‘Methodology’), which outlines the basis of Nielsen’s calculation and reporting of the UAE RAM data for the period from 1 January 2018 to 31 March 2018. Our work has been performed in accordance with our engagement letter with Nielsen dated 29 March 2018. Professional standards and level of assurance We performed our limited assurance engagement over Nielsen’s key procedures in accordance with International Standard on Assurance Engagements 3000 (Revised) Assurance Engagements other than Audits and Reviews of Historical Financial Information issued by the International Auditing and Assurance Standards Board.

The procedures performed in a limited assurance engagement vary in nature and timing from, and are less in extent than for, a reasonable assurance engagement. Consequently, the level of assurance obtained in a limited assurance engagement is substantially lower than the assurance that would have been obtained had we performed a reasonable assurance engagement. Accordingly, we do not express a reasonable assurance opinion about whether the key procedures described in the third column of the table on page 18, state fairly in all material respects, the procedures followed by Nielsen to calculate and report the UAE RAM data for the period from 1 January 2018 to 31 March 2018. Our independence and quality control

We complied with the independence and other ethical requirements of the Code of Ethics for Professional Accountants issued by the International Ethics Standards Board for Accountants, which is founded on fundamental principles of integrity, objectivity, professional competence and due care, confidentiality and professional behaviour.

We apply International Standard on Quality Control 1 and accordingly maintain a comprehensive system of quality control including documented policies and procedures regarding compliance with ethical requirements, professional standards and applicable legal and regulatory requirements.

Inherent limitations Our assurance procedures are limited to assessing the application of Nielsen’s key procedures and are subject to these inherent limitations: the establishment survey was designed based on estimates from third party data sources;

actual demographics and radio listening data may vary from those estimated based upon extrapolation of diary returns;

our testing was performed on a sample basis; the diaries may not have been accurately completed by the diary respondents;

the historical IT general controls and manual controls testing does not provide assurance over the future integrity of these controls or systems;

we have not tested all functionality and outputs of the audience reporting tool. We only re-calculated the figures within the key reports included in Appendix 1; and

our independent assurance report is based on historical information and therefore is not necessarily reflective of future radio audience behaviour.

25

Independent assurance report to the directors of A.C. Nielsen Amer (SHJ) over the application of their methodology in the calculation and reporting of the UAE radio audience measurement data for the period from 1 January 2018 to 31 March 2018 (continued) Work performed

We planned and performed our work so as to obtain all the information and explanations which we considered necessary in order to provide us with sufficient evidence to express a conclusion on Nielsen’s key procedures in the preparation and reporting of the UAE RAM data for the period from 1 January 2018 to 31 March 2018. Our work was limited to examining the relevant activities undertaken by Nielsen. We performed the following limited assurance procedures: examining Nielsen’s methodology and assessing key assumptions and limitations;

assessing the risks that Nielsen’s description of the procedures followed in the calculation and reporting of the UAE RAM data in their report may be materially misstated;

responding to assessed risks, including developing our overall responses, and determining the nature, timing and extent of further procedures, including: o Understanding and testing of IT general controls, including:

testing the access to the establishment survey and RAM data; understanding the change management process for the establishment survey and RAM database; and understanding the back-up and recovery process for the establishment survey and RAM database.

o For the key procedures as listed in the third column of the table on page 18 of the UAE RAM Methodology, our limited assurance procedures primarily comprised: listening, on a sample basis, to a sample of call back records in relation to the establishment survey and reviewing the

related information on the summarised dashboard (i); reviewing the communication of the identified rejections from the establishment survey database arising from the joint

verification process, to the Customer Service team requiring the data to be flagged for removal (ii); obtaining a list of rejected interviews removed from the establishment survey and ensuring the interviews were rejected

based on errors being identified (ii); reviewing, on a sample basis, the quality performance reports for both the establishment survey and RAM database for

evidence of monitoring the quality of data and reasons for rejections (iii); reviewing sample sizes for the establishment survey, sample quotas for selected demographics, and data sources for the

underlying population profiles to confirm the appropriateness of the establishment survey sample sizes and quotas (iv); reviewing sample sizes for the diary survey and sample quotas for the diary panel control variables to confirm that the

sample sizes and quotas are appropriate and correctly reflect the results of the establishment survey (v); testing, on a sample basis, that the Nielsen quality control team calls back diary respondent to confirm their responses to

selected basic demographics and client specific questions (vi); obtaining a list of rejected diary data, and testing on a sample basis, that they have been rejected due to errors being

identified (vi); testing of the paper diaries, on a sample basis, to ensure accurate transposition of the paper diary into the RAM database

(viii); observed the manual upload of data extracted from the mobile diary application to the RAM database by the processing

team (ix); testing, on a sample basis, that diaries have been rejected due to respondents not confirming blank diaries being

completed or that continuous listening had taken place for more than 7 hours (x); testing the RIM weighting calculations for all diaries to ensure the re-weighted output correctly reflects the results of the

establishment survey (xi); testing the data within a sample of key reports for completeness and accuracy and agreeing back to the RIM weighted

data for the period from 1 January 2018 to 31 March 2018 (xii) and agreeing the comparative information provided within the key reports to the data provided within the key reports for the period from 1 January 2018 to 31 March 2018; and

making enquiries and obtaining representations from Nielsen senior management.

Respective responsibilities of Nielsen directors and PricewaterhouseCoopers, Dubai The directors of Nielsen are responsible for:

establishing an appropriate Methodology (available on Nielsen’s website) and specific procedures for calculating and reporting the UAE RAM data to meet the needs of intended users in respect of the RAM data;

selecting dates for the reporting of the RAM data; ensuring that the RAM data is prepared and reported in accordance with the Methodology;

designing, implementing and monitoring the policies, activities, processes and controls to comply with the specific procedures;

their Report and Methodology, including the application of the key procedures set out on page 18; supporting the Directors’ Statement with sufficient evidence, including documentation; and

the maintenance and integrity of Nielsen’s website.

26

Independent assurance report to the directors of A.C. Nielsen Amer (SHJ) over the application of their methodology in the calculation and reporting of the UAE radio audience measurement data for the period from 1 January 2018 to 31 March 2018 (continued)

Respective responsibilities of Nielsen directors and PricewaterhouseCoopers, Dubai (continued) We are responsible for:

planning and performing the engagement to obtain evidence to support our limited assurance conclusion;

forming an independent limited assurance conclusion, based on the procedures we have performed and the evidence we have obtained, on the Directors’ Statement over their application of the procedures on page 18; and

reporting our conclusions to the directors of Nielsen.

We believe that the evidence we have obtained is sufficient and appropriate to provide a basis for our conclusion.

Intended users and purpose Our assurance report, including the conclusion, has been prepared for and only for the directors of Nielsen and solely for the purpose of reporting to them on whether anything has come to our attention that causes us to believe that the UAE RAM data for the three month period from 1 January 2018 to 31 March 2018 has not been calculated and reported in accordance with the Nielsen’s key procedures on the third column of the table on page 18 of the Report and for no other purpose. We do not, in giving our conclusion, accept or assume responsibility (legal or otherwise) or accept liability for, or in connection with, any other purpose for which our report including the conclusion may be used, or to any other person to whom our report is shown or into whose hands it may come, and no other persons shall be entitled to rely on our conclusion.

We permit the disclosure of our report, in full only and in the company of the Directors’ Statement and Methodology including the procedures on page 18, to assist the directors of Nielsen in demonstrating that they have discharged their governance responsibilities by commissioning an independent assurance report in respect of the application of Nielsen’s key procedures within the Methodology without accepting or assuming responsibility to any third parties on our part. To the fullest extent permitted by law, we do not accept or assume responsibility to anyone other than the directors of Nielsen, and Nielsen as a company, for our work or this report save where terms are expressly agreed and with our prior consent in writing.

PricewaterhouseCoopers 30 April 2018 Douglas O’Mahony Registered Auditor Number 834 Dubai, United Arab Emirates

Copyright © 2018 The Nielsen Company. Confidential and proprietary.

ABOUT NIELSEN Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data

analytics company that provides the most complete and trusted view

available of consumers and markets worldwide. Our approach marries

proprietary Nielsen data with other data sources to help clients around the

world understand what’s happening now, what’s happening next, and how

to best act on this knowledge. For more than 90 years Nielsen has

provided data and analytics based on scientific rigor and innovation,

continually developing new ways to answer the most important questions

facing the media, advertising, retail and fast-moving consumer goods

industries. An S&P 500 company, Nielsen has operations in over 100

countries, covering more than 90% of the world’s population. For more

information, visit www.nielsen.com.

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