The Malta Premier League Final between Ħamrun Spartans and Birkirkara on Saturday night drew a record-breaking audience, with data confirming it was the most watched television broadcast in Malta at that time.
According to official figures, 76,000 TV box sets were tuned to TVM Sport+, the exclusive broadcaster of the match, during the live transmission of the final that brought the 2024–25 360 Sports Premier League to a close. This translated to a staggering 35.81% audience share, comfortably making it the top-viewed channel in the country during that time slot.
When considering that each TV set typically represents an average of two viewers, the total estimated TV audience for the match climbs to around 150,000 people. An additional 12,000 viewers followed the final through online streaming platforms, bringing the total viewership to approximately 162,000, an unprecedented figure for local football.
Viewership distribution at the time of the final underscores the dominance of TVM Sport+. This kind of distribution is rarely seen outside national events or international competitions, highlighting how Maltese football, particularly a high-stakes final involving two of the island’s most followed clubs, can unite a wide audience.
This level of viewership not only marks a success for TVM Sport+ and local broadcaster PBS but also reaffirms the rising commercial and cultural significance of domestic football in Malta. The final, which ended thrillingly, brought closure to a highly competitive Premier League season under the 360 Sports sponsorship banner.
It also signals the value of live sports content in drawing mass audiences in an increasingly fragmented media landscape. While digital viewership continues to grow, television remains a central platform for communal experiences, especially when it comes to national sport.
As discussions begin around next season’s broadcast rights and sponsorship arrangements, Saturday’s record audience will likely strengthen the case for continued investment in local football coverage.
