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Xarabank remains most popular programme

Bay Radio was the most tuned-in radio station between April and June with 23.46 per cent of respondents to the BA audience assessment survey saying they tuned in.

It was followed by One Radio (14.14 per cent) and Calypso Radio (10.11 per cent).

But while Bay Radio had increased its audience by 3.89 per cent during October-December 2009 over the previous assessment period, it now lost 3.1 per cent of its audience to the other local stations.

The highest increase in the number of radio listeners for this period was registered with Super One Radio – a 2.21 per cent increase over the previous assessment period of October-December 2009.

The next highest increase in radio reach was registered by Vibe FM with a 1.59 per cent increase over the previous three-month period.

Consumers spent an average of 3.87 hours listening to One Radio, 1.89 hours listening to Bay Radio and 3.96 hours listening to Calypso Radio.

Taking this into consideration, Bay Radio seems to have lost its advantage over the other two leading stations. This, however, depended on the composition of listeners of each station and the station’s targeted audience.

While Bay Radio attracted nearly half the audiences of those aged under 30 and nearly a quarter of those in the 30-49 age-group; just over a quarter of those who were over 50 years listened to One Radio.

When it came to television, TVM’s audience reach ranked first (34.4 per cent); other television stations ranked second at 16.3 per cent; while One ranked third with 13.6 per cent.

The most quoted programme was Xarabank (14.4 per cent) on TVM; followed by F’Salib it-Toroq (13.1 per cent), also on TVM; and the TVM News (9.16 per cent).

www.ba-malta.org/audience

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