Title Slide

Data Sources

Alhurra & Radio Sawa SurveysCOUNTRY YEAR OF LATEST SURVEY COVERAGE SAMPLE

Algeria 2007 Urban centers of 10 Northern provinces 1,504

Bahrain 2006 Capital only 1,200

Egypt 2009 National, with exception of frontier governorates (< 2% of population not covered)

2,006

Jordan 2009 National 1,500

Iraq 2008 Sub-national (excludes Basrah, Qadisiyah, Babylon, Maysan and Wasit provinces)

1,563

Kuwait 2007 National, but coverage limited to citizens and Arab expats only

1,201

Lebanon 2008 National 1,000

Morocco 2008 Urban centers with population of 20,000 or greater 2,000

Oman 2009 National, with exception of two frontier governorates (< 2% of population not covered)

1,500

Qatar 2006 Capital only 1,000

Saudi Arabia 2009 National, but coverage limited to citizens and Arab expats only

2,006

Syria 2008 Telephone survey (75% population coverage) 1,502

Tunisia 2006 Eleven governorates 1,507

UAE 2009 Emirates of Abu Dhabi and Dubai, survey limited to citizens and Arab expats only

1,201

Survey research for Alhurra TV and Radio Sawa in the Middle East is done by ACNielsen and D3 Systems (for Iraq and Syria only) through the BBG's global research program independently managed by the Washington, DC-based research firm InterMedia. Unless otherwise noted, interviews are face-to-face among adults (aged 15+) .

Reach

Middle East Reach

Total Audience of Alhurra and Radio Sawa

Alhurra TV and Radio Sawa Weekly Audiences by Country

Alhurra Trends

Daily and Weekly Viewership of Alhurra

Base: All respondents

Radio Sawa Trends

Radio Sawa Listeners Under 30

Alhurra in the Broadcast Environment

Station Comparison: Yesterday ViewingStation Comparison: Yesterday Viewing

Algeria 2007Algeria 2007

Bahrain 2006Bahrain 2006

Egypt 2008Egypt 2008

Iraq 2008Iraq 2008

Jordan 2008Jordan 2008

Kuwait 2007Kuwait 2007

Lebanon 2008Lebanon 2008

Morocco 2008Morocco 2008

Oman 2008Oman 2008

Saudi Arabia 2008Saudi Arabia 2008

Syria 2008Syria 2008

UAE 2008UAE 2008

Weekly Audiences in Millions:Main Regional Stations

Reliability

Reliability of Alhurra

Reliability of Radio Sawa

Understanding

“Understanding” Question

Q: To what extent has your listening to Radio Sawa/viewing of Alhurra increased your understanding of: current events/American culture and society/U.S. policies?

– A great deal

– Somewhat

– Very little

– Not at all

– Don’t know/Not relevant

Alhurra: Understanding of Current Events

Alhurra:Understanding of U.S. Culture and Society

Alhurra:Understanding of U.S. Policies

Radio Sawa Understanding of Current Events

Radio Sawa Understanding of Culture & Society

Radio Sawa Understanding of US Policies

Radio Sawa asa News Source

The Question

• While surveys showed from the start that Sawa was attracting large audiences, critics charged that listeners were using it solely as an entertainment station.

• Are listeners in fact using Sawa for news or are they switching off when the news comes on?

What Do Listeners Do When the News Comes On?

• Q. When you are listening to Radio Sawa and the news comes on do you usually?– Listen the same as to any other program– Pay more attention– Pay less attention– Switch to another station– No special pattern– Don’t know/Not relevant

What Do Sawa Listeners Do When The News Comes On?

Using Radio Sawa For News

TV Channels Used for News

• Did you watch [LIST OF CHANNELS] in the last 12 months?

• When was the last time you watched [EACH CHANNEL WATCHED IN LAST 12 MONTHS]?

• And of the channels you have mentioned [ALL CHANNELS WATCHED IN LAST 12 MONTHS], which do you regularly use for news and information about current events?

“Regular” Use of Alhurra for News

Frequency of Watching News on Alhurra

• You mentioned that you have watched Alhurra. How often do you watch the news on that station?

Frequency of Watching Alhurra for News

Most Important Channels for News and Information

• Among the channels you use for news and information [CHANNELS MENTIONED IN C.4.5], which one is your most important source of news and information?

• Which is the second most important source of news and information?

• Which is the third most important source of news and information?

Alhurra as a Top News Source