[02/24] - Audience Survey December 2023




1st March 2024

PR 02/24

 

Audience Survey December 2023  

 

The Broadcasting Authority has just issued the results of the audience assessment survey carried out in November-December 2023. The object of this periodic audience assessment survey is to assess the viewer/listenership of TV, radio and online content and identify the preferred source of local news amongst Maltese residents aged 12+ years. The dates of assessment comprised between Sunday 26th November - Saturday 2nd December 2023, both dates inclusive. The survey was conducted by M. FSADNI & Associates. 

 

 

Research Methodology

 

For this audience survey wave, the survey sample comprised 2,100 completed interviews. A total of 300 interviews per day were conducted over 7 consecutive days with Maltese residents aged 12+ years, hailing from Malta’s six geographical regions (NSO, 2023).

 

The aggregate 2100-count audience survey sample produced statistically significant findings at a +/-2.13 confidence interval (margin of error) at a 95% confidence level.

 

The daily 300-count audience survey sample produced statistically significant findings at a +/-5.66 confidence interval (margin of error) at a 95% confidence level.

 

All interviews were conducted by CATI (computer-assisted telephone interviews), using a structured research instrument to compile the data.

 

The research findings for TV viewership and radio listenership were extrapolated to reflect Malta’s population.  This was calculated on the most recent population statistics, as outlined by the National Statistics Office (NSO) in their recent publication “Census of Population and Housing 2021 Final Report, Volume 1” (NSO, 2023). For this extrapolation exercise, non-TV viewers and non-radio listeners were proportionately deducted from Malta’s population of individuals aged 12+ years (N=459,781). 

 

 

Salient Research Findings

 

A synopsis of the salient research findings emanating from the audience survey now follows.

 

TV Viewership, Radio Listenership & Online Viewership – An Overview

 

  •  87% of Maltese residents are TV viewers. Of these, 59% watch both local and foreign TV, 21% watch local TV stations only and 6.8% watch foreign TV stations only.

 

  •  2 in 3 Maltese residents are radio listeners (67%). This finding was observed across all age cohorts.

 

  •  15.7% of Maltese residents watch online Maltese programmes (solely produced for online portals).
  • A.  TV Viewership

 

Favourite genre for local TV programmes

 

  • News is the most favourite genre for local TV programmes, with 77.1% indicating this as one of their favourite genres.  This genre was mentioned as one of the favourite genres by all seven age cohorts.
  • Drama is the second most favourite genre, with 43.5% indicating this as one of their favourite genres for local TV programmes. This genre is significantly more popular amongst female TV viewers (68.4%) than male TV viewers (19%).
  • Discussions and Current affairs is the third most favourite genre for local TV programmes, with 36% indicating this as one of their preferred genres. 

 

 

Most Followed TV Stations

 

  •  All of Malta’s TV Viewers were given the possibility of mentioning up to three TV stations they watched on the previous day. Out of a total of 1825 TV viewers, 11% of TV viewers across all age cohorts said that they did not watch any television on the previous day. 
  •   TVM is the most watched TV station by 42.4% of all local TV viewers mentioning TVM as one of the three TV stations they watched on the previous day.  TVM is, in fact, the most watched local station across all age cohorts and gender.
  •   ‘Foreign stations (any)’ is a distant most followed second, with 15.9% of all local TV viewers having watched a foreign TV station on the previous day. 
  •   NET TV is the third most followed TV station, with 15.7% of all TV viewers mentioning NET TV as one of the TV stations they watched on the previous day.  NET TV is watched by all age cohorts aged 21+ years.
  •  ONE is the fourth most followed TV station, with 15% having watched this station on the previous day.

 

Exhibit I below depicts more details on the most followed TV stations.

Exhibit I – Most followed TV stations (Sunday to Saturday)

(Multiple-Response Q) (n=1825)

NOTE I: Respondents were given the possibility of mentioning up to 3 TV Stations which they had watched on the previous day.  Hence, the percentages depicted in this table do NOT total up to 100%.

 

Exhibit 2A illustrates the most followed TV stations during Week 26th Nov – 2ND Dec 2023. 

‘Did not watch any TV on the previous day’ refers to TV viewers who did not watch TV

on the day of assessment during that particular week.

Note: TV stations not featured in the Exhibit above have a TV viewership of less than 0.2%

Between Sunday to Saturday.

Most Followed TV Timebands

 

  •   All TV Viewers (excluding TV viewers who did not watch TV on the date of assessment) were asked to indicate all timebands during which they watched the three mentioned TV stations (including foreign stations) on the previous day. The most followed TV timeband from Sunday to Saturday is:

   21:00 - 21:30 (218,725 TV viewers).

 

Favourite Local TV Programme

 

  •  TVM News Bulletin is the most favourite local TV programme of 8.7% of all local TV viewers.  Worthy of mention is the TVM news bulletin was largely watched on station TVM and not on TVMnews+, unless TV viewers plan to watch a programme on the latter station, straight after this news bulletin.
  •   Moħħok Hemm and Football matches (various) both obtained 7.7% of the TV viewers’ preferences respectively, followed by X Factor (5.6%), Żerniq (5.4%) and Iż-Żmien Bejnietna (4.9%)

 

 

Population Average Audience Share by Weekday and by Station

 

  •   From the daily TV viewership findings, the population average audience share by weekday and by station was drawn up. This daily average audience share has been derived by totalling the aggregate daily viewership obtained by each TV station and dividing this by the number of timeslots. This daily average audience share for each TV station has been presented in figures and percentages, depicted in Exhibits II and III below.

 

  •   TVM obtained the highest daily average audience share every day across the whole week, attaining a daily average TV viewership ranging between 8,078 – 16,475, equivalent to a percentage average daily TV viewership between 21.9% - 35.8%.

 

Exhibit II – Q8 – TV - Population Average Audience Share By Weekday and By Station

 

 

TVM

ONE

NET TV

Smash

TVM NEWS+

TVM
SPORT+

F Living

Xejk

iTV

GO Stars

GO Tokis

TSN 1-8 (Melita / GO)

Foreign station (ANY)

Sunday

16,475

5,109

5,173

96

0

798

287

543

0

160

1,149

9,994

6,290

Monday

10,441

5,556

8,110

128

160

830

1,533

926

0

0

3,895

64

4,215

Tuesday

12,804

5,875

6,130

0

511

0

1,533

671

0

64

1,181

4,598

4,215

Wednesday

8,174

4,534

6,897

447

415

1,181

1,884

543

0

0

1,692

7,344

4,247

Thursday

8,972

5,236

7,088

415

2,267

1,022

1,533

766

96

0

2,331

4,151

4,310

Friday

8,078

4,630

5,524

447

0

511

1,405

1,277

96

0

1,245

3,193

7,088

Saturday

10,728

3,033

3,353

383

1,660

543

224

383

0

0

2,650

5,204

6,386

 

Exhibit III – Q8 – TV – Percentage Average Audience Share By Weekday and By Station

 

Column1

TVM

ONE

NET TV

Smash

TVM NEWS+

TVM
SPORT+

F Living

Xejk

iTV

GO Stars

GO Tokis

TSN 1-8 (Melita / GO)

Foreign station (ANY)

Sunday

35.8%

11.1%

11.2%

0.2%

0.0%

1.7%

0.6%

1.2%

0.0%

0.3%

2.5%

21.7%

13.7%

Monday

29.1%

15.5%

22.6%

0.4%

0.4%

2.3%

4.3%

2.6%

0.0%

0.0%

10.9%

0.2%

11.8%

Tuesday

34.1%

15.6%

16.3%

0.0%

1.4%

0.0%

4.1%

1.8%

0.0%

0.2%

3.1%

12.2%

11.2%

Wednesday

21.9%

12.1%

18.5%

1.2%

1.1%

3.2%

5.0%

1.5%

0.0%

0.0%

4.5%

19.7%

11.4%

Thursday

23.5%

13.7%

18.6%

1.1%

5.9%

2.7%

4.0%

2.0%

0.3%

0.0%

6.1%

10.9%

11.3%

Friday

24.1%

13.8%

16.5%

1.3%

0.0%

1.5%

4.2%

3.8%

0.3%

0.0%

3.7%

9.5%

21.2%

Saturday

31.1%

8.8%

9.7%

1.1%

4.8%

1.6%

0.6%

1.1%

0.0%

0.0%

7.7%

15.1%

18.5%

Average

28.5%

13.0%

16.2%

0.8%

2.0%

1.9%

3.3%

2.0%

0.1%

0.1%

5.5%

12.7%

14.1%

 

Note: TV stations with ‘zero/0%’ audience on a particular weekday in the Table above denotes that their viewership (on that day) was too low to be captured.

Population Weekly Average Audience Share by TV Station

  •  The weekly average percentage audience share by TV Station may be derived from Exhibit III above. The local TV station with the highest weekly average percentage audience share is TVM standing at 28.5%, followed by NET TV (16.2%), ONE (13%) and TSN 1-8 (Melita/GO) (12.7%).  ‘Foreign stations (various)’ was excluded from this ‘local TV station’ weekly audience ranking. More detailed findings may be found in Exhibit IV below. 

 

Exhibit IV – Weekly Average Percentage Audience Share by TV station

Note: % figures illustrated below are derived from Exhibit III above

Types of TV reception services used for watching TV

 

  •   95.9% of all 1825 TV viewers, use ‘Paid Subscription (Melita/GO/Epic)’ as one of the reception services for watching TV.  This is the most used reception service for watching TV across all age groups.
  •   11.7% make use of ‘IPTV’ as one of the reception services, whilst 6.6% use the ‘Android Box’.  
  •   1.3% use ‘free-to-air’ as one of the reception services for watching TV.
  • B.    Radio Listenership

Most Followed Radio Stations

 

  •   All radio listeners (excluding radio listeners who did not listen to radio on the dates of assessment) were given the possibility of mentioning up to three radio stations they had listened to on the previous day. Out of a total of 1404 radio listeners, 11.3% did not listen to radio on the previous day.

 

  •   ONE Radio is the most followed radio station, with 15.2% of all radio listeners mentioning it as one of the three radio stations they had listened to on the previous day.  Second came Calypso 101.8 with 13.4% of preferences and Radju Malta came third with 11.6%.

 

  •   Exhibit V below depicts more details on the most followed Radio stations.  

Exhibit V – Q14 – Most followed Radio stations (Aggregate)

(Multiple-Response Q) (n= 1404)

Note: Respondents were given the possibility of mentioning up to 3 Radio Stations they had listened to

on the previous day.  Hence, the percentages depicted in this Exhibit do NOT total up to 100%.

Most Followed Radio Timebands

 

  •   All local radio listeners (excluding radio listeners who did not listen to radio on the dates of assessment) were asked to indicate all timebands during which they listened to the three mentioned radio stations (including foreign stations) on the previous day. Overall, the two most followed radio timebands are:

  07:00 – 07:30 (156,763 radio listeners)

  07.30 – 08:00 (146,473 radio listeners).

Favourite Local Radio Programme

 

  •  Bay Breakfast with Daniel & Ylenia is the most favourite local radio programme, with 7.5% mentioning it as their preferred local radio programme.  This radio programme is largely preferred by the younger age cohorts, 12-40 years.
  •  Bongu Calypso ma’ Twanny Scerri is second with 7.2% of preferences, largely followed by the older age cohorts, 31+ years. And third came The Morning Vibe with Abel, JD & Martina with 4.8% of preferences.
  •  4% of radio listeners do not have a preferred local radio programme.

Population Average Audience Share by Weekday and by Station

 

  •  From the daily radio listenership findings, the population average audience share by weekday and by station were drawn up. This daily average audience share has been derived by totalling the aggregate daily listenership obtained by each radio station and dividing this by the number of timeslots. This daily average audience share for each radio station has been presented in figures and percentages and the weekly average percentage audience share by radio station are depicted in Exhibits VI and VII below.

 

  •   The highest population daily average audience shares were obtained by ONE Radio and Calypso 101.8 on the following weekdays, namely (average daily audience shares in figures and percentages):

  ONE Radio: Monday: 7,056 (18.4%), Wednesday: 6,545 (17.2%), Thursday: 8,621 (21.4%), Friday: 9,164 (23.1%) and Saturday: 16,699 (25.2%)

 Calypso 101.8: Sunday 7,503 (24.8%) and Tuesday: 9,387 (22%).

 

Exhibit VI - Q14 – RADIO - Population Average Audience Share By Weekday and By Station

 

 

Bay

Bay Easy

Calypso 101.8

Campus 103.7

Magic Malta

Net FM

ONE Radio

Radju Malta

Radju Malta 2

Radju Marija

RTK 103

Smash Radio

Vibe FM

All Rock HD

Radju Katidral

Radju Lehen il-Belt Gorgjana

Foreign Station (any)

Sunday

1,916

2,842

7,503

0

734

2,522

4,406

2,299

0

5,077

1,118

64

1,596

32

0

0

96

Monday

2,490

1,277

6,961

511

639

4,917

7,056

4,247

0

5,364

2,395

160

2,203

0

0

32

0

Tuesday

2,267

1,341

9,387

543

607

5,811

9,259

4,694

32

4,342

2,682

32

1,628

0

0

0

128

Wednesday

2,554

2,075

6,450

447

958

4,279

6,545

4,662

64

3,576

3,129

64

3,097

0

0

0

192

Thursday

1,533

2,906

7,631

351

990

6,067

8,621

5,332

0

2,075

2,874

351

1,533

0

0

0

0

Friday

2,267

1,692

8,174

160

1,756

4,374

9,164

4,406

0

3,480

2,459

0

1,437

0

32

0

351

Saturday

4,917

2,810

10,664

958

64

7,280

16,699

6,641

255

5,939

5,939

255

3,895

0

0

0

0

Exhibit VII - Q14 – RADIO – Percentage Average Audience Share By Weekday and By Station

 

Bay

Bay Easy

Calypso 101.8

Campus 103.7

Magic Malta

Net FM

ONE Radio

Radju Malta

Radju Malta 2

Radju Marija

RTK 103

Smash Radio

Vibe FM

All Rock HD

Radju Katidral

Radju Lehen il-Belt Gorgjana

Foreign Station (any)

Sunday

6.3%

9.4%

24.8%

0.0%

2.4%

8.4%

14.6%

7.6%

0.0%

16.8%

3.7%

0.2%

5.3%

0.1%

0.0%

0.0%

0.3%

Monday

6.5%

3.3%

18.2%

1.3%

1.7%

12.9%

18.4%

11.1%

0.0%

14.0%

6.3%

0.4%

5.8%

0.0%

0.0%

0.1%

0.0%

Tuesday

5.3%

3.1%

22.0%

1.3%

1.4%

13.6%

21.7%

11.0%

0.1%

10.2%

6.3%

0.1%

3.8%

0.0%

0.0%

0.0%

0.3%

Wednesday

6.7%

5.4%

16.9%

1.2%

2.5%

11.2%

17.2%

12.2%

0.2%

9.4%

8.2%

0.2%

8.1%

0.0%

0.0%

0.0%

0.5%

Thursday

3.8%

7.2%

19.0%

0.9%

2.5%

15.1%

21.4%

13.2%

0.0%

5.2%

7.1%

0.9%

3.8%

0.0%

0.0%

0.0%

0.0%

Friday

5.7%

4.3%

20.6%

0.4%

4.4%

11.0%

23.1%

11.1%

0.0%

8.8%

6.2%

0.0%

3.6%

0.0%

0.1%

0.0%

0.9%

Saturday

7.4%

4.2%

16.1%

1.4%

0.1%

11.0%

25.2%

10.0%

0.4%

9.0%

9.0%

0.4%

5.9%

0.0%

0.0%

0.0%

0.0%

Average

6.0%

5.3%

19.6%

0.9%

2.1%

11.9%

20.2%

10.9%

0.1%

10.5%

6.7%

0.3%

5.2%

0.02%

0.01%

0.01%

0.3%

 

Note I: Radio listeners were given the possibility of mentioning up to 3 radio stations on the weekday in question.  For each radio station, these radio listeners were asked

 to indicate all time slots during which they listened to the mentioned radio station. (Multiple-response Q)

Note II: Radio stations with a “zero/%” audience on a particular weekday in the Table above denotes that their listenership (on that day) was too low to be captured.

 

Population Weekly Average Audience Share by Radio Station

 

  •   From Exhibit VII above, the weekly average percentage audience share by Radio Station may be derived. The local radio station with the highest weekly average percentage audience share is ONE Radio standing at 20.2%, followed by Calypso 101.8 (19.6%) and NET FM with 11.9%.

 

Exhibit VIII – Weekly Average Percentage Audience Share by Radio Station

Note I: % figures illustrated below are derived from Exhibit VII above.

Note II: Radio stations not depicted in this graphical illustration denotes that their listenership was too low to be captured.

 

Types of Radio Reception Services used for Listening to Radio

 

  •   98.3% of all radio listeners use the radio set (at home, office, in car) as one of the radio reception services for listening to radio.  This is the most used radio reception service by radio listeners across all age groups.
  •   13.4% listen to radio via live streaming on mobile, tablet, laptop, PC, largely by the younger age cohorts (12-40 yrs).  
  •   7.5% use DAB+ as one of the radio reception services for listening to radio, with this being mostly used by male radio listeners.
  • C.  Online Viewership 

Note: Explanation of Terms

 

  • Online Maltese programmes

The term ‘online Maltese programmes’ refers to Maltese audiovisual programmes/content produced to be solely shown on online portals and which cannot be watched on traditional TV.

 

  • Assessing Online Programmes/Audiovisual Content on local Online portals

With reference to local online portals, it is worthy of mention that this audience survey focuses solely at assessing the viewership levels of Maltese programmes and audiovisual content produced locally and shown on these portals. This survey does not assess the readership levels of local online portals.

Online Viewership

 

  •  84.3% of all Maltese residents do not watch any Maltese programmes/audiovisual content that are solely produced for online portals. 
  •  The remaining 15.7% do watch online Maltese programmes/audiovisual content.

 

Online Portals or Platforms Used for Watching Maltese Programmes Online

 

  •  Facebook is the most used platform for watching online Maltese programmes/audiovisual content, with 89.4% mentioning it as one of the online platforms used for watching Maltese programmes online. This finding is evident across all age cohorts. 
  •  Following, 33.7% use Youtube and 32.2% use timesofmalta.com.

Exhibit IX – Q19 – Online portal/s or platform/s used for watching Maltese programmes online (Multiple-Response Q) (n=329)

NOTE: The %s below refer to the number of respondents and NOT to the number of responses,

 hence they do not total up to 100%

Most Used Device For Watching Preferred Programme Online/Audiovisual Content

  •  Mobile is the most used device for online viewers to watch their preferred programme/audiovisual content online, with 82.7% indicating this device as their most used device.  Mobile is the most used device across all age cohorts and gender. 
  •  Following, 8.5% and 7.6% of online viewers use laptop and tablet, respectively.

 

      Most Preferred Programme Online/Audiovisual Content

 

  •  30.1% of all online viewers do not have a preferred local online programme/audiovisual content.
  •  Jon Mallia Podcasts are preferred by 24% of all online viewers.
  •  LovinMalta interviews/features and Times of Malta (Mark Lawrence Zammit) interviews/ features are preferred by 12.8% and 10.9% of online viewers, respectively.
  • D.    Preferred Source For Local News
  •   Television is the preferred source for local news by 53.5% of all Maltese residents.
  •  20.6% prefer Online news portals as their preferred source for local news whilst 16.7% prefer Facebook.
  •   4.3% use Radio as their preferred source for local news.

 

                             Exhibit X – Preferred Source for Local News