Allensbacher market and advertising medium analysis

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The Allensbach Market and Advertising Media Analysis (AWA) is published by the Allensbach Institute for Demoscopy on behalf of around 90 media providers (publishers and TV broadcasters). She examines consumer habits and media usage. In addition to media analysis , it is one of the most important studies in the market media area. The AWA has been published annually in July since its first survey in 1959.


The Allensbacher market and advertising media analysis, called AWA for short, determines attitudes, consumption habits and media usage of the population in Germany on a broad statistical basis. With the wide range of topics and extensive investigations into media use in the areas of print, TV, radio, internet, cinema and outdoor advertising, the AWA is one of the most important German market media studies. It has been carried out by the Allensbach Institute for Demoscopy since 1959. The results currently obtained on behalf of around 80 publishers and TV broadcasters are published every summer.


The study shows the buying and consumption habits, interest structures and behavior of the consumers of more than 2000 markets and sub-markets. It provides information on a wide range of markets, products and services with regard to the target group characteristics. The study includes the following market areas:

  • Sociodemography
  • politics and society
  • Values, interests
  • Consumer styles, brands
  • Sports & Freetime
  • vacation and travel
  • Culture, books
  • languages
  • Investments, insurance
  • House and living, garden
  • household
  • Eating and drinking, smoking
  • Consumer electronics
  • photography
  • computer
  • Internet
  • telecommunications
  • Motor vehicles
  • Fashion
  • Personal care and cosmetics
  • Health & Wellness
  • job

In addition to collecting market data, the Allensbach study is the only intermedia study to examine the use of advertising media in terms of reach, contact opportunities and frequency of use. Specifically, data is collected on the following media:

  • Use of approx. 300 print media
  • Use of TV channels
  • Use of radio (general)
  • Use of outdoor advertising
  • TV genres (preferences)
  • Average television consumption
  • Average radio consumption
  • Frequency of purchase of magazines / weekly newspapers; Daily newspaper subscription, purchase; high willingness to spend: newspapers, magazines
  • Statements about reading, using newspapers, magazines and books
  • Sources for the latest news
  • Open to advertising


The AWA is particularly relevant as an advertising medium study due to the following points:

  • Determination of the advertising performance in relation to target groups and reach of media such as individual magazine titles.
  • Possibility to create individual analyzes for media planning with the help of an AWA planning program. With this planning tool, different target groups as well as overlaps of different media are taken into account when calculating and evaluating media plans.
  • One advantage over other studies such as the media analysis is - in addition to the broad market coverage - the variety of print media collected. The AWA shows around 300 print media; in the media analysis, for example, there are around 180. It also includes special interest magazines.



The population is the German population aged 14 and over in private households at the place of their main residence in the Federal Republic of Germany.


The AWA uses a random sample of people based on the quota selection process ; A total of 21,068 respondents (status: AWA 2009) were surveyed. A disproportionate sampling approach is used to increase the number of cases in the segment of 14 to under 60-year-olds, which is used above average for market and media analysis.

Interview method

The survey is based solely on oral and personal interviews , not on telephone interviews .

Number of cases

The AWA is currently published with around 21,000 cases.

Rolling system

You work with a so-called rolling system with three waves: the spring and autumn wave of the previous year and the spring wave of the current year. The spring wave is always used in two AWA years.

The advantage of the system is the higher number of cases available for evaluations. It also enables small target groups and media to be adequately represented. There are also disadvantages:

  • The dates are older
  • New features and media can only appear in the official database once they have been collected in all three waves. Before that, only a so-called ID card is possible on a partial basis.


  • Karl Schneider (Ed.): Advertising in theory and practice. 6th edition Waiblingen: M&S Verlag, 2003, pp. 567-569, ISBN 3-930465-00-0 .

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