Lovin Malta has topped a new comparative analysis of nine Maltese media brands, recording the highest public engagement figures on both Facebook and Instagram across the most recent 30-day measurement period.

The figures come from Malta Media Battle, a platform built by 110 Analytics that draws together publicly available social media engagement data from nine of Malta’s media brands. It compares posting activity, total engagement and engagement per post across the same platforms and timeframes, giving advertisers a clearer basis for comparing where audiences are actually paying attention.

On Facebook, Lovin Malta recorded 623,800 public engagements. Its nearest rival, TVM News, logged 329,600, a gap of 1.82 times. The margin was considerably wider on Instagram, where Lovin Malta registered 716,500 engagements against 175,100 for Malta Daily, the closest competitor, a difference of just over four times. Lovin Malta covered the Malta Media Battle results through its own reporting.

Engagement per post pointed in the same direction. Lovin Malta led the Facebook ranking by 1.56 times and the Instagram ranking by 1.34 times against their respective nearest rivals. TikTok was the exception to the pattern: Times of Malta topped that platform’s engagement-per-post table at 2.26 times the figure recorded by NET News, while Malta Daily led on TikTok total engagement.

Malta Media Battle was developed partly in response to demand from businesses advertising across Maltese media, who wanted cleaner comparative data before committing budgets. 110 Analytics is open about what the tool does and does not capture: the nine brands included do not represent Malta’s full media landscape, and the figures reflect only publicly visible social media activity.

The company is equally clear that raw engagement figures are one factor among several. Audience fit, campaign objectives and actual advertising results all belong in the picture when media-planning decisions are being made.