BA survey gives snapshot of radio, TV following

A radio and television audience assessment issued today by the Broadcasting Authority shows Bay Radio leading the other stations by radio reach (21.34%) followed by One at 12.34% while One Radio has the highest daily average audience at 19.7% from Bay at 19.2%.

Calypso Radio led in terms of audience share with 16.9% followed by Bay at 15.9% and One at 13.7%.

In television, TVM's audience reach ranked first (22.12%) followed by One at 14% and Net at 6.94%.

However One was first, with 18.8% in the total daily average audience by quarter, followed by TVM at 17.5% and Net at 7.3%.

During this assessment period, in the summer, the final phase of the World Cup took place during the first eleven days of July.

The BA explained that broadcast media consumption depended on consumer preferences, attitudes and lifestyle.

The parameters for the calculation of media reach is set at which radio and TV station each interviewee had tuned to without taking into consideration the amount of time that was spent by consumers.

Audiences, on the other hand, are calculated on the number of media consumers multiplied by the amount of time that they have spent listening or viewing their favourite radio/television station.

Most stations were found to have, more or less, maintained their audience reach; however a noticeable exception was Vibe FM which nearly doubled its audience reach when compared to the 4.76% obtained for the equivalent period in 2009. Magic Radio, Calypso and Radju Marija registered an increase in audience reach. One Radio lost 4.12% while RTK registered a 1.83% decrease over the equivalent period last year.

Respondents were given the possibility of naming three programmes broadcast on local TV stations Out of all the programmes named, the most quoted was News on TVM with 13.9%, followed by Xarabank on TVM at 10.6% and Simpatici on Net TV 8.5%.