The results did not provide any surprising scenarios although some stations, especially in the radio sector, did very well while others were disappointing in their catchment. The following is an in-depth analysis of the results featuring audience trends, preferred programmes and results according to gender and audience share.
Radio audience:
With regard to listening patterns, the survey showed that 66.9 per cent of listeners tune in only to local stations, 12.3 per cent tune in to both local and foreign stations while 19.9 per cent do not listen to the radio. The figure of 80.1 per cent for the months of June to September indicates that there has been a rise in radio listenership throughout the summer as previous BA Surveys show that the figure in April 2003 was 72 per cent and in October 2003 it was 76.3 per cent.
Radio is mainly listened to between 9am and 12pm (34.1 per cent) followed by the 6am-9am segment (27.7 per cent). The daily percentage of radio listening remains quite constant ranging from a high of 16.5 per cent on Wednesdays to a low of 12.4 per cent on Sundays
The survey also showed that radio is listened to mainly by the 30-49 age bracket (36.2 per cent) followed by the 50 plus age group (35.5 per cent). As regards education levels, radio is listened to mostly by persons with secondary schooling and by persons employed in the home.
Demographically, it is people from the western district at 78.4 per cent followed by those in the northern district at 70.5 per cent, who listen most to the radio.
The survey also analysed preferred stations, programme types and radio audiences. It is interesting to note that a sizeable 19.7 per cent say they do not have a preferred radio station. From those who do, 15.3 per cent prefer Super One, 10.3 per cent choose Radju Malta followed by Bay Radio at 9.6 per cent, RTK at 9.2 per cent and Smash Radio at 8.2 per cent.
Super One Radio scored the highest in eight programme sectors and placed second in Business and Children’s programmes. Radju Malta followed with the best score in Children’s Programmes and the second best in seven other programme categories. Bay Radio placed second in musical and sports programmes.
On a gender level, the survey found that more males than females do not have any preference for a particular radio station, while Radju Malta, RTK, Smash Radio and Radju Marija attracted more females than males.
When one analyses favourite radio stations by district, Super One Radio is first in four districts, second in the western district and third in the northern district. This is followed by Radju Malta, which is first in the western and northern district. Bay Radio is second in three districts while Radio 101 is second in two.
On the programme front, the news and current affairs segment is clearly the most popular at 87.9 per cent. This is followed by musical programmes at 85.8 per cent, health and beauty programmes at 68.2 per cent, religious programmes at 59 per cent and discussion programmes at 52.9 per cent.
Regarding audience share, Super One Radio placed first with 18.6 per cent followed by Radju Malta at 16.1 per cent, Bay Radio at 14.5 per cent, Radio 101 at 11.2 per cent, RTK at 8.7 per cent and Smash Radio at 8.3 per cent. Of the other stations, Radju Marija polled an impressive 5.4 per cent and Capital Radio almost eight per cent. XFM and Radju Parlament were at just 2.1 per cent while A3FM polled a mere 0.8 per cent indicating that Smash and Bay Radio were garnering the largest part of the music loving audience. The Community Radio Stations as a bloc polled 3.7 per cent.
When one analyses radio audiences month by month, the results show that Super One Radio was first for three months (June, July and August) but ceded first place to Bay Radio in September. Radju Malta placed a consistent second in all the four months while RTK was third in June and September with Radio 101 placing third in July.
Television viewing:
TV viewership was at 97.1 in summer, slightly down when compared with previous BA surveys of 99.4 per cent in April 2003 and 99.3 per cent in October of the same year. 71.2 per cent of respondents said they watch local and foreign stations while 15.6 per cent view local stations only.
Most people watch TV between 7pm and 8.30pm (32.6 per cent), followed by 12pm to 7 pm (27.3 per cent). The daily percentage of TV viewing was similar to radio, ranging from a high of 16.3 per cent on Wednesday to a low of 13 per cent on Monday.
As regards a preferred station, 22.5 per cent said that they do not have any particular preference. TVM was the most preferred station at 16.2 per cent followed by Super One at 14.4 per cent. On a gender level, TVM attracted more males than females while Super 1, NET and Smash TV attracted more females than males.
When one analyses the results by district, TVM is first in four districts and second in two districts followed by Super One which placed first in the Southern Harbour and southeastern districts and second in the northern district and Gozo. Interestingly, Italia 1 placed second in three districts while this station together with Canale 5 and TVM placed first in Gozo.
As regards favourite programmes, news and current affairs again placed first at 91 per cent followed by weather at 84.1 per cent, plays/drama at 76 per cent and discussion programmes at 69.7 per cent. When one analyses programme sectors, sports is the only sector preferred by males when compared to all other sectors more favoured by females.
TVM scored the highest in all programme sectors apart from music where it came in third. Super One was first for music and second in all other categories except for investment and business where it placed third. NET TV ranked second in investment and business.
As regards audience share, TVM was way ahead with 50.5 per cent followed distantly by Super One at 13.8 per cent, Italia Uno at 7.9 per cent, with RAI 1 way behind at 6.2 per cent, Canale 5 at 5.6 per cent and a group of ‘other’ stations at 4.6 per cent. NET TV polled 4.1 per cent while Smash TV polled just 0.5 per cent. The high audience ratings for the Italian stations are due to the fact that the Olympic Games were transmitted in August and this boosted RAI’s share of the local audience.
An analysis of audience by month reveals that TVM decreased its audience share from 58.7 per cent in June to 44.3 per cent in September. Super One had its highest audience of 20.5 per cent in August while NET TV doubled its share from June to September.
Survey methodology:
The sample used by the National Statistics Office was taken from 2,000 people comprising the following gender and age groups: 12-29 years, 32.4 per cent male, 24.9 per cent female, 30-49 years, 34.8 per cent male, 36.1 per cent female, 50 and over, 32.8 per cent male, 39 per cent female. These figures compare well with the samples used in the Labour Force Survey for 2004 with differences of around five per cent at maximum in the South Harbour and southeastern areas. The methodology used was a detailed telephone interview.