RADIO ADVERTISING MALTA
ADVERTISE ON RADIO IN MALTA
Malta’s airwaves split along the same party lines as its politics: the Labour Party runs ONE Radio while the Nationalist Party operates NET FM (the former Radio 101), broadcasting in Maltese and English alongside the public PBS service and commercial players such as Eden Leisure Group’s Bay Radio. For advertisers, the practical choice is between partisan audiences with strong loyalty and neutral commercial stations that reach listeners across the political divide.
Radio ads are also highly memorable and generate excellent consumer recall and a high call to action.
Empire can recommend the best stations for your target audience and objectives within Malta and help you plan your radio adverts from start to finish.
ADVERTISE ON THESE MALTESE RADIO STATIONS
One of the most popular radio stations, it regularly maintains an stable audience of 25% of share. Bay Radio can be defined as a contemporary hit station and its daily program schedule includes one of the most listened to breakfast shows. It uses Maltese English, Maltese language or a mixed of both.
It rivals with Bay radio, as the most listened to radio station. It is a generalist radio station where political affairs tend to be present in line with the media strategy of the Labour Party. Maltese tends to be the main language used. It has a regular share of around 20%.
Radio Malta transmits cultural and current affairs programs putting a strong focus on news . Phone-Ins feature on some of its programs. Classical music and classic hits form an integral part of its daily 24×7 schedule. With the exception of the BBC News, all programs on Radio Malta are transmitted in the Maltese language. It concentrates a 10% of share.
Radju Marija is a radio station part of the media strategy of the Catholic Church of Malta. Its mission includes Liturgy, Catechists, Spirituality, Spiritual assistance with everyday issues, Information, Music, and Culture. It broadcasts in Maltese language.
A station where music is permanently present with a focus on contemporary hits and positive vibe. Language is English and it concentrates a 10% of share.
X FM is a radio station that focuses on Music and has one of the most famous breakfast programs of Malta: The Big Breakfast. Contemporary music TV station. It broadcasts in English language mixed with Maltese language.
Frequently Asked Questions
What determines the cost of radio advertising in Malta?
Cost depends on the station chosen, the daypart, spot length, how many spots you run and the campaign duration. Peak drivetime slots cost more than off-peak, and production of the advert is a separate consideration. Empire reviews your goals and budget, then prepares a tailored quote built around the right mix for you.
Which Maltese radio stations reach which audiences?
89.7 Bay is the leading hit-music station with a young, broad commercial audience, while Magic Malta favours classic and contemporary hits for an older listenership. One Radio mixes music with talk and current affairs, and RTK leans heavily on debate, discussion and talk programming. Empire matches stations and dayparts to your target listeners.
What are the content and approval rules for radio ads in Malta?
Adverts must meet Maltese broadcasting and advertising standards: claims should be truthful and substantiated, and certain categories require care or pre-clearance. Scripts are typically reviewed before broadcast and some stations or regulators may request approval. Empire handles the clearance process, advising on wording so your message airs without delays.
Does seasonality affect radio advertising in Malta?
Yes. The summer tourism peak from June to September brings high listenership and strong competition for slots, while the Christmas and Q4 period drives a retail surge. Village festas through summer also create local opportunities. Booking early for these windows is wise, and Empire plans your flighting around the calendar that suits your audience.