Media-Analyse (Germany)
The Media-Analyse by Media-Analyse AG is the largest annually conducted media analysis in Germany and the largest survey of media consumer behavior in Germany overall. It examines the total population as well as its subgroups. The survey occurs telephonically or with questionnaires given to a representative cross-section of the total population sample.
The yearly use of media is queried using dated surveys and daily routine studies. Initially, only the German-speaking population of Germany was questioned, limited to those living in private households which was the main place of residence, and limited to those at least 14 years old. In 2008, the age limit was reduced to ten years old and European Union foreigners were incorporated. From 2010, “other foreigners” are also now questioned. This includes approximately 50,000 young people and adults who are chosen by random selection according to the ADM sampling system. They are subsequently questioned, some in person and some telephonically. In the process, the subgroups are described based on their demographic features such as age, sex, occupation, income, religion, and community size.
The results of the media analysis are issued on behalf of AGMA by its subsidiary Media Micro Census. They have large practical relevance because they largely determine the booking behavior of the advertising industry. The MA thus indirectly determines the price a media provider can charge for advertising. It is hence regularly observed that some radio stations use a large part of their annual advertising budget during the survey period of the MA.
MA Pressemedien
In MA Pressemedien, data is obtained on magazines, daily newspapers, supplements, city magazines, KONPRESS, reading circles, and cinema. MA 2006 Pressemedien II, published on July 26, 2006, noted 170 magazines. For this study, around 39,000 interviews were collectively carried out in two waves during a year. The MA 2007 Pressemedien I appeared in January 2007.From the Second Wave MA 2004 on, some changes in the survey method were carried out, one of which was the launch of the Title Split Method as well as the CASI method.
Through the introduction of the title split models, the reach of the magazines increases over the two waves by an average of 7% - though with clear deviations for individual titles up or down. A direct comparison of historical data is hence no longer justifiable because of methodological reasons.
As so-called “media currency”, the readers per issue was established in the MA Pressemedien. It shows how many readers an issue of a certain magazine or newspaper has.
MA Radio
In MA Radio, the radio consumption for individual stations is queried. The MA Radio is conducted telephonically, for which 58,011 people were questioned and appeared as MA 2006 Radio I on March 8, 2006.As media currency, the so-called listeners per hour is reported as well as the average listeners per hour and the listeners per day.
MA Plakat
The first MA Plakat under the AGMA roof appeared on September 22, 2004.On December 19, 2007 the MA 2007 Plakat was published. The coverage method of the MA Plakat was completely revised in 2007. The data is now based on a combined survey model, consisting of a CATI survey and a measurement method with a GPS receiver.
Online Forschung AG (AGOF)
Since 2009, the collected Internet Facts of the Online Forschung AG also fall under the methodological responsibility of the MA.AGOF records internet usage behavior with the Three Pillar Model:
- First Pillar: Technical measurement
- Second Pillar: On-site surveys
- Third Pillar: Phone surveys
MA Intermedia
In the fall of each year, MA Intermedia also appears, in which information for magazines, newspapers, TV, and radio is summarized.General queries
In addition to media use, sociodemographic characteristics, leisure time behavior, and shopping behavior are collected. The questionnaire is largely identical to all MA studies.Licenses
The current data is only at the disposal of members of the Media-Analyse AG eV. However, one can create a free individual query, e.g. about advertising departments of the publishing houses.Publication
The Media-Analyse appears twice per year for Pressemedien and Radio, and once per year for Tageszeitungen and Plakat. In Nordrhein-Westfalen, the MA Radio is expanded for local radio stations through the E.M.A. NRW, while in Bavaria, it is expanded through the Radio Analysis.The first Leser-Analyse appeared in 1954, and thus AGMA celebrated its 50-year anniversary in 2004.