While 93.9% of Saudi Arabia’s households have Satellite TV, some 48.4 % of households still tune into terrestrial TV.

January 28, 2007

A major new survey by Arab Advisors Group reveals that terrestrial TV still has a good base in Saudi Arabia with 48.4% of households stating that they tune into it. Still, this percentage is quite low when compared to the 93.9% who own a satellite dish. Moreover, 73.7% of people in Saudi Arabia also listen to Radio Programs, with over half of them tuning to Radio on a daily basis.

Arab Advisors Group’s major analytical survey of Saudi Arabia’s main cities’ population was scientifically done. The survey involved face to face interviews with 674 respondents from different households in the Western district (Makkah, Jeddah, Madinah), Riyadh City, Dammam and Dharan, selected randomly in a manner proportionate to the estimated population size of the different areas. Respondents were 15 years old and above, and were cellular service users. This random survey is of the current cellular users in Saudi Arabia, and not the total population of the country. Saudi Arabia’s GSM penetration stood at 60.5% by end of 2005. This survey provides deep insights into the media usage patterns in Saudi Arabia. The random survey has a 99% confidence level with a less than 5% margin of error. The survey included 130 detailed questions.

The survey revealed that the audience of news programs spans all age groups particularly in older age groups. A larger percentage of the younger generation watch games and contest shows, as well as fashion and music show. Additionally, while respondents of higher education levels mostly tune into political shows, high school and university levels students mostly tune into sports, health and fitness programs.

A new report, “Saudi Arabia Media Survey 2007” was released by the Arab Advisors Group on January 20, 2007. This survey report can be purchased from the Arab Advisors Group for only US$ 2500.

The 107-page report, which has 141 detailed exhibits, provides the results of media usage patterns amongst cellular users households in Saudi Arabia (effectively all households given the high penetration of cellular services in Saudi Arabia). The major survey probed each household’s media consumption habits and patterns related to Satellite TV, Terrestrial TV and Radio. The survey’s fieldwork was conducted in October and November 2006. The report provides statistical analysis of the results and insightful detailed cross tabulations. Please contact the Arab Advisors Group to get a copy of the report’s Table of Contents and the survey questions.

Any investment in this report will count towards an annual Strategic Research Service subscription should the service be acquired within three months from purchasing the report.

The investment can also count towards attending Arab Advisors’ fourth annual Media and Telecoms Convergence Conference on June 4 & 5 2007 at the Four Seasons in Amman. More information on the conference can be seen at http://www.arabadvisors.com/Convergence/schedule.htm
Please contact the Arab Advisors Group for full information on the conference, agenda and sponsorship opportunities.

“Satellite dishes are widespread amongst cellular users households in Saudi Arabia with 93.9% of respondents stating that their household owns a satellite dish. This percentage indicates that a substantial amount of people in Saudi Arabia tune into FTA satellite channels when watching television.” Ms. Lina Juma, Arab Advisors Senior Research Analyst, wrote in the report. “Equally important is the high share of households that have Pay TV. Some 30% of the urban households surveyed indicated that they have Pay TV services”.

The report provides a balanced focus in the following areas:

§ General information
§ TV viewing Patterns and Habit
- Satellite TV
- Credibility of News Channels
- Pay TV
- Terrestrial TV
§ Movies at Home
§ Radio
§ Internet Media
§ News Update
§ Media Advertising
§ Media Satisfaction

The Arab Advisors Group’s team of analysts in the region has already produced over more than 710 reports on the Arab World’s communications and media markets. The reports can be purchased individually or received through an annual subscription to Arab Advisors Group’s (www.arabadvisors.com) Strategic Research Services (Media and Telecom). To date, Arab Advisors Group has served over 400 global and regional companies by providing reliable research analysis and forecasts of Arab communications markets to these clients.

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