Media Analysis Working Group
The working group Media analysis (short AGMA , proper spelling agma until January 10, 2012 ag.ma ) is an association based in Frankfurt , which on 12 January 1954 as a joint venture reader analysis of the joint for the purpose of publishing and Cross-channel implementation of the reader analysis - today media analysis - was founded for the advertising industry. Initially, only coverage analyzes for newspapers and magazines were carried out. The community was renamed in 1971 with the advent of the new medium of television. In the meantime, the user analysis has been expanded to include television, radio, cinema, posters and online media.
Members of AGMA are advertisers (e.g. branded goods), agencies, publishers , radio and television broadcasters as well as internet companies who are interested in analyzing the media usage behavior of various target groups.
The analysis can be used to compare advertising services within a medium or between different media.
The AGMA uses reach analyzes to research how consumers use the entire range of media types. For this purpose, it carries out studies based on socio-demographic characteristics, sometimes with more than 50,000 consumer surveys. The usage of measurable advertising media is thus recorded. Initially, these surveys were carried out every two years, and since 1960 annually. They are published in the media analysis (short: MA).
Only the more than 250 members of ag.ma, who jointly finance the complex investigations, receive this extensive data material at no additional cost. Advertisers can usually use this data by submitting queries of the type "What media does my target group homeowners in the region of Northern Germany use?" to your advertising agency, as many of the large agencies are members of ag.ma. The advertising tariffs - for example in magazines - are also partly drawn up on the basis of employee data.
Therefore, the results of the employee survey can be of considerable importance for the sale of advertising space.
In 2017, the media magazine DWDL.de questioned the reach of various print magazines calculated by the AGMA. The association is assuming a stable number of magazine users, although the sold circulation of print media is steadily falling after the information community to determine the distribution of advertising media . The AGMA determined 7.16 million readers for the Sterns magazine , while the IVW had sales of 650,000 copies.
literature
- Noelle-Neumann, Elisabeth; Schulz, Winfried; Wilke, Jürgen (Hrsg.): Fischer Lexikon. Journalism mass communication. ISBN 3596122600
- Wolff, Volker: ABC of newspaper and magazine journalism. Constance 2006. ISBN 3896695789
Web links
Individual evidence
- ↑ DWDL.de GmbH: The agma retold their ranges fairy tale - DWDL.de .