2ME, 2DAY FM and Toyota Winners - Media Survey

Latest Available Research on Arabic Media

2ME, 2DAY FM and Toyota Winners - Media Survey

Radio 2ME and 2DAY FM were found to be the most popular radio stations in a new survey into media consumption by Sydney’s Arabic speakers conducted by Research company McNair Ingenuity.

Arabic car buyers love Toyota with a third of intending car buyers nominating Toyota as brand of choice.   Sydney is home to 70% of Australia’s Arabic-speaking community. Arabic speakers are the largest non-English community in Sydney and one of the fastest-growing migrant communities. The community is well-served by Arabic media, there are five weekly newspapers and as many Arabic-only radio stations. It is estimated that Arabic-language media attracts revenue of $15 Million per year.

Other key insights into this significant community include:

All Media Consumption:
•    73% of Arabic speakers are readers, viewers or listeners of Arabic language media each week.  
•    57% listen to Arabic language radio
•    18% read an Arabic language newspaper on the Internet

Radio Consumption based on weekly reach:
•    2ME is the most popular station .
•    2DAY FM is second most popular.
•    Then came Tomorrow, SBS and Muslim FM
•    51% of Arabic speakers surveyed did not listen to any English language radio.
•    In every 24 hours of Arabic radio listening,15 hours are spent listening to Radio 2ME.

Television:
•    33% of Arabic speakers watch Arabic TV
•    8% watch the Arabic News from Dubai on SBS TV (11.30am Mon – Sat).

Purchasing patterns:
•    28% of Arabic speakers surveyed intend to buy a car in the next two years
•    34% of intending car buyers expect to buy a Toyota
•    12% of intending car buyers expect to buy a Mercedes
•    74% report flying to Europe or the Middle East, Malaysian Airlines has the largest market share

More detailed results are available by contacting 02 9635 1638