Radio 2ME and 2DAY FM are the most popular radio stations with Sydney’s Arabic speakers according to a new survey conducted by Research company McNair Ingenuity.

The survey found that national ethnic language broadcaster SBS Radio reached 10% of Sydney’s Arabic speakers each week, while nearly 4 times that amount listened to 2ME (37%).

More than half all Arabic speakers did not listen to any English radio stations, although younger Arabic speakers were generally fans of 2DAY FM.

Sydney is home to nearly 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.

The survey found that Arabic car buyers “love Toyota,” with a third of intending car buyers nominating Toyota as brand of choice.

Other key survey findings include:

All Media Consumption:

· 73% of Arabic speakers are weekly consumers of Arabic language media.

· 57% listen to Arabic language radio

· 52% watch Arabic Pay TV or SBS TV Arabic News.

· 18% read an Arabic language newspaper on the Internet

Radio Consumption based on weekly reach:

· 2ME is the most popular station with 37%

· 2DAY FM is second most popular with 24%.

· 2MORO AM reaches 20%

· SBS Radio reaches 10%

· Muslim FM reaches 8%

· 51% of Arabic speakers surveyed did not listen to any English language radio

Newspapers:

· 31% read the Daily Telegraph.

· 19% read at least one, Arabic language newspaper each week.

· 18% read an Arabic language newspaper via the internet

· 60% of Arabic speakers do not read the Sydney Morning Herald or the Daily Telegraph.

Television:

· 52% of Arabic speakers watch Arabic TV

· 8% watch the Arabic News from Dubai on SBS TV (11.30am Mon – Sat)

· TARBS channels are the most popular with Arabic speakers 40 and older

· Optus Vision channels are the most popular with Arabic speakers under 40

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

The study was conducted by Ian McNair, of McNair Ingenuity, using a random telephone survey of 315 Arabic speakers, conducted in Arabic.

The survey prompted listening to every Arabic language radio station in Sydney, prompted by session listened to, and listening to every commercial and ABC station in Sydney. The study also surveyed consumption of newspapers and television. The survey duplicated I&G Media’s original Arabic study, conducted in 1998 (Ian McNair, Quadrant Research).

McNair Ingenuity Research conducts all types of media, social and marketing research. Ian McNair, former CEO and owner of AGB McNair, is Executive Chairman of McNair Ingenuity Research. I&G Pty Ltd is a media representative company for more than 200 media outlets including almost every non-English language radio station in Australia.

Sydney has 13 radio stations that regularly broadcast Arabic language programs, five Arabic language newspapers publishing eight editions each week, 13 Arabic Pay TV channels and a daily Arabic news bulletin on SBS TV.

Of Sydney’s 142,453 Arabic speakers – 42% were born in Australia and a further 31% born in Lebanon. The balance of Arabic speakers were born in Egypt, Iraq, Syria, Sudan, Jordan, Kuwait or any of more than 15 Middle Eastern and African countries.