Malta listeners and viewers shrug

Michael Hedges March 18, 2009

The beautiful Maltese archipelago stretches into the Mediterranean off the Italian coast. It is the southern most point in the European Union. The climate is warm. Maybe that’s the reason most Maltese either don’t listen to the radio or don’t know which station they’re hearing.

Malta also has one of the most interesting radio landscapes in Europe. There are public stations, church stations, political party stations and even a few privately owned stations. All broadcast on FM, now venturing into digital platforms.

None of that explains why nearly half the Maltese surveyed for Malta Broadcasting Authority (BA) research said they don’t listen to the radio. An additional one in 20 (4.7%) said they don’t listen to any station in particular. The rest – 47.5% - listen a lot, more than three hours a day, more than they watch TV.

Privately owned Bay Radio is the market leader, according to the BA audience survey (March 10). It is the station for young people 12 to 29 years. Bay Radio, obviously, plays the hits.

Super One Radio, owned by the Malta Labour Party, is ranked second, appealing to listeners over 50 years. The station is rebranding itself as One Radio, perhaps to fit with co-owned One TV.

Appealing to listeners in the middle – 30 to 49 years – is Radio Calypso, ranked number three. Calypso “Ten 18” converted from a community to national station in 2005.

The three top stations have an aggregated reach share of 45.5%, up from 40.8% one year on.

The two church affiliated stations – Radju Marija and RTK – rank fourth and fifth, respectively, switching places one year on. Public station Radju Malta ranks seventh, behind Magic Radio. XFM has seen its reach share nearly double in a year. Smash Radio’s share has dropped by a third. And Radio 101’s share dropped nearly a third year on year.

Last November Malta authorized DAB+ transmissions; 36 foreign channels, 12 FM simulcasts and 2 digital-only channels. The BA survey shows about 5% listen to digital platforms.

The BA survey also looked at TV. Again, it’s a shrug. A quarter of the Maltese don’t watch TV. Those who watch spend 2 hours and 24 minutes, considerably less than the 3 hours and 11 minutes spent with radio.