Date: 23 April 2017
Our deepest condolences to the Family of our Chairman, Mr George Mifsud, who has passed away this evening.
The Management & Staff
Date: 12 April 2017
RADIO LISTENING INCREASES AND EXCEEDS PREVIOUS YEAR’S ASSESSMENT
The Broadcasting Authority has just released its latest study on audience assessment for February 2017.
The latest survey reveals that radio listening has increased by 0.20 hrs from 2.97 hrs in October 2016 to 3.17 hours in February 2017 and has increased over that of the same period last year [2.49; Feb 2016] by 0.68hrs – an increase of 41 minutes over the same period last year. The national average increased by 20 minutes over the previous assessment period of October 2016 and by as much as 41 minutes over the same period last year, February 2016
During the month of February 2017, an average of 198,000 persons, or 52.6% of the population aged 16 years and over, stated that they had listened to radio.
On the other hand, an average 68.5% of the population aged 16 and over or 257,000 person have followed at least one TV station during February 2017. The average amount of hours that TV viewers spent watching television amounts to 1.73hrs every day. This was 14 minutes less than that of the previous assessment at the start of the broadcasting season during the month of October 2016 [1.97hrs] and was 6 minutes less than that registered for the same period last year in February 2016 [1.83hrs].
Over the whole population aged 16 years and over the national average for TV viewing stood at 1.29hrs every person.
Data was collected by the National Statistics Office during the month of February 2017 and 34.71% of all contacted persons accepted to participate. A sample of 1,240 was collected with the eldest person contacted was 98 years old.
From this assessment, the questionnaire was changed. Previously respondents were asked which their three most favourite television programmes were. Now respondents were directly asked what type of programmes they like to watch on local television stations and a list of eleven genres was read out by the interviewers.
Another area which the Authority wanted to research is what type of services respondents have to watch television in view of the availability of IPTV, Android boxes, and Netflix. Similarly for radio, respondents were asked whether they have DAB+ to follow radio programmes.
The demographics of the population were also changed. Previously any 12 year old and above could be identified by the N.S. O. to participate. From this assessment 12 to 15 year olds were being left out from the required sample and any 16 year old and above could be selected to participate.
Since children were being left out from the demographics, respondents were asked whether they had any children between 9 and 15 years and what type of programme their children liked to follow. Respondents had the option to specify three types of programmes.
TV Audience Reach
TVM remains the most popular station with 38.6%, followed by ONE [17.9%], and Net TV [11.3%]. Overall 71.9% of all viewers followed a local station while the other 28.1% followed a foreign station with Mediaset Channels [9.73%], RAI channels [7.04%] and Other stations [6.5%] being the most popular stations.
As in other previous surveys, TV audiences tend to peak between 7:30pm and 10:00pm
TV reception service
As much as 89.9% of the population follows television through a paid subscription while nearly half of the population [149.2%] has more than one service available for watching television. Only 4.1% of the population follows programmes on the Free-to-air platform.
TV Programme Genres
Respondents were asked what type of programme they like to watch on local television. Local and Foreign News were the most favorite programme genre [65.0%] followed by local Drama programmes [42.2%], while Discussion & Current Affairs programmes ranked third [29.3%].
In general, when analysed by gender, more females [214.2%] than males [196.4%] had preferences for the genres names. While male references exceeded those of females in just two categories – Local & Foreign News [+7.8%] and Sports [+22.5%]; female preferences exceed those of males in Drama [+20.4%], Religious programmes [+8.3%], Light Entertainment [+6.2%], Teleshopping [+5.4%], Cultural/ Educational programmes [+4.7%], and Children’s programmes [+1.6%].
Bay Radio remains the most popular station with 17.8% of all radio listeners followed by ONE Radio [16.8%] and Vibe FM [10.6%]. Bay Radio is popular with all those under the age of 50 whereas ONE Radio is popular with those who are above the age of 50.
On average radio listeners spent a total of 3.17hrs each listening to their favourite radio station. This was 0.68hrs [41 minutes] higher than that registered for the same month last year in February 2016 [2.49hrs] and was 0.20hrs [12 minutes] higher than that registered for the previous assessment period of October 2016 [2.97hrs].
On a national basis over the whole of the population aged 16 years and over, the national average of radio listening amounts to 1.69hrs every person.
Computing audience shares by the amount of time that radio listeners have spent following each particular station, the results reveal that while Bay Radio is the most popular station in Malta, its listeners spend an average of 2.05hrs tuned in to the station whereas ONE Radio listeners spend 4.25hrs.
Children watching TV
Out of all the respondents only 10.2% replied that they have children between 9 and 15 years old. As much as 2.5% [9,300] of all respondents categorically replied that their children between the ages of 9-15 years do not watch television.
The responses were categorized into twelve difference categories and analysed by the age groups of respondents. The most quoted were Children’s Channels [55.4% - Boing TV; Boomrang; Cartoon Network; etc.]; followed by Drama [12.18% - Simpatici; Strada Stretta; Violetta; etc.] and Documentaries [9.68% - Discovery Channel; National Geographic; etc.].
The full version of the results of the survey can be downloaded from the Authority’s website: http://ba-malta.org/audience-assessments
Click here to download a version.
For further information please contact:
Mario Axiak, M.B.A (Maastricht)
Head, Research & Communications
Tel: +356 2122 1281