The same percentage of people rely on social media and TV for election content in Malta

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Maltese voters also chose social media and television as the two main sources for gathering information about the election campaign. However, a large minority of people are simply not engaged in the election.

In a Misco survey commissioned by Lovin Malta, respondents were asked what media they used to follow the general election in Malta. 47% mentioned television and 47%, the same percentage, mentioned social media as their main source.

Yet nearly 17% of respondents said they weren’t even following the current election, to begin with, underlining the disinterest that many seem to have in this campaign and politics in Malta in general.

It’s also no surprise that social media got more mentions among people under the age of 45, with social media being more* popular with younger generations.

Television, on the other hand, got more mentions among people aged 45 and over, which is again understandable given that the majority of older generations are still dependent on television, many of them not not even having access to social media.

As for other media, 10% mentioned that they use news websites for information and updates.

7% of respondents mentioned radio as their main source, and only 6% mentioned newspapers, making it the lowest category and the medium that seems more and more wiped out every minute.

The reasons for the shift from television to social media are varied. However, the lack of engaging debate leaves traces.

After the loss of engaging chat programs like L-Erbgħa Fost il-Ġimgħa and Xarabank, Maltese TV is no longer the voice of the debate.

Even the move from TVM 2 to TVM News+, which makes it strictly a news channel, doesn’t help, with figures showing that the number of viewers on TVM News+ is absolutely abysmal.

Since Russia’s invasion of Ukraine, an interest in local and international media organizations has been noted, with people apparently asking them for much of their information.

Meanwhile, throughout the current election campaign, the Nationalist Party has come out strong, with an increase in posts while the Labor Party has more supporters online.

Bernard Grech and the Nationalist Party both posted far more posts on Facebook and Instagram than the Labor Party or Abela. They have also seen more engagement than their political opponents, which is a first, given that Labor has dominated social media for the past two administrations.

On the other hand, Labor Party and Robert Abela overall got significantly more likes, comments and shares on their social media platforms.

Follow Lovin Malta on all major social media platforms if you want to stay up to date with the island’s news

You can find us on Facebook, Instagram, TikTok, Twitter and LinkedIn.

This survey was conducted with a random sample of 457 respondents between March 9 and March 11. Interviews were conducted by telephone by trained interviewers under the direct supervision of MISCO coordinators. Respondents were selected using the random digit dialing method. A total of 574 people were contacted to arrive at a sample of 457 respondents.

A sample of 457 provides a margin of error of ±4.7%. However, when applying the weighting efficiency resulting from weighting the data by age, sex and region, the margin of error increases to ± 5.4%. Weighting efficiency is the amount of bias that had to be made to bring the sample in line with the actual population data.

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