Media analysis (Germany)
The media analysis of the Working Group Media Analysis (agma) is the largest annual media analysis in Germany and the largest survey of media consumption behavior in Germany. The total population and its subgroups are examined. The survey is carried out by telephone or with a questionnaire to a representative cross-section of the total population ( sample ).
The annual use of the media is queried as a reference date survey and daily routine study. Initially, only the German-speaking population of the FRG in private households at the place of the main residence from 14 years of age was surveyed. In 2008, however, the age limit was reduced to 10 years and EU foreigners were included. From 2010 "other foreigners" will also be interviewed. This then includes approximately 50,000 young people and adults who are selected at random using the ADM sampling system. You will then be interviewed partly orally in person, partly by telephone ( CATI ). The target groups are described using the demographic characteristics of age, gender, occupation, income, religion and community size.
The results of the media analysis are published on behalf of agma by its subsidiary Media-Micro-Census. They are of great practical relevance because they significantly determine the booking behavior of the advertising industry. The ma thus indirectly determines which prices a media provider can ask for advertising. It should therefore be noted regularly that radio stations, for example , use a large part of their annual advertising budget during the ma survey period .
MA press media
The ma press media collects data on magazines , daily newspapers , supplements, city illustrated, KONPRESS (denominational press; church newspapers), reading groups and cinema . ma 2006 Pressemedien II (published on July 26, 2006) listed 170 magazines. For this study, around 39,000 interviews were carried out in two waves over a year (February 27, 2005 to February 4, 2006). Ma 2007 Pressemedien I will be published in January 2007.
From the 2nd wave ma 2004 (September 2003 to February 2004), some changes were made to the survey method, on the one hand the introduction of the title split procedure (division of the approximately 180 titles presented into three otherwise identical questionnaire versions) and (initially only in part of approx. 10% of the interviews) the CASI method.
As a result of the introduction of the title split model, the coverage of the magazines increased by an average of 7% across the two waves - although there were significant upward and downward deviations for individual titles. A direct comparability of historical data is therefore no longer justifiable for methodological reasons.
As so-called "media currency" has in the ma Press media of readers per issue (LpA) established. It tells you how many readers an issue of a particular magazine or newspaper has.
In ma Radio , radio consumption is queried for individual stations. The ma Radio is surveyed by telephone (so-called CATI survey model), 58,011 people were surveyed for ma 2006 Radio I , which was published on March 8, 2006 .
The so-called listener per hour (for defined hourly periods) as well as the listener per average hour and the listener per day are shown as media currency .
The first ma poster under agma umbrella appeared on September 22, 2004. On December 19, 2007 the ma 2007 poster was published. The method of the ma poster was completely revised for reporting in 2007. The data is now based on a combined survey model, consisting of a CATI survey and a route measurement with a GPS receiver.
Online - AGOF
Since 2009, the reach section of the Internet Facts collected by the Online Research Working Group (AGOF) has also been published as ma Online under the methodological responsibility of agma .
The AGOF registers internet usage behavior with the 3-pillar model:
- 1st pillar: Technical measurement (computer level, units are individual visits and page views)
- 2nd pillar: On-site survey (population is all Internet users aged 10 and over, reference to the user in front of the computer, online questionnaire via pop-up window, query on the place of use, time of use, sociodemographic data)
- 3rd pillar: Telephone survey (CATI, population level)
In the autumn of each year, ma Intermedia appears , in which the information for magazines, newspapers, television, posters, online and radio is summarized.
In addition to media use, socio-demographic characteristics, leisure and shopping behavior are recorded. The questionnaire is largely identical for all ma studies (press media, radio, daily newspaper).
The current data is only available to the members of the Arbeitsgemeinschaft Mediaanalyse eV (including publishers , broadcasters , advertising agencies and advertisers). But you can, for. B. via the advertising departments of the publishers, have an individual count made free of charge.
Frequency of publication
The media analysis appears twice a year for press media and radio and once a year for daily newspapers and posters. In North Rhine-Westphalia , ma radio for local radio stations is being expanded by the EMA NRW , in Bavaria by radio analysis .
The first reader analysis appeared in 1954, so agma celebrated its 50th anniversary in 2004.
More analysis files
Further market / media studies from various providers, including Communication Networks (Focus Magazin Verlag), MarkenProfile (Gruner + Jahr) and VuMA, are based on the reach values determined .
- agma-mmc.de - Website of the Media Analysis Working Group
- The current data on media analysis radio (ARD-Werbung SALES & SERVICES GmbH)
- Advertising media research to determine media data and reach ( memento from November 2, 2010 in the Internet Archive )
- Drumming for the MA: Posters instead of the program ( Memento from April 5, 2009 in the Internet Archive ) Article about advertising by the media in view of the MA ( Advertise & Selling )
- Inge Seibel-Müller and Horst Müller: It doesn't matter how many people hear us , Telepolis - July 26, 2005. Criticism of the survey methods used by MA-Radio.
- Horst Müller: Radio reports: Transfer endangered - Germany's radio stations are on their way to a serious crisis , Telepolis zur Media-Analyze 2006, March 9, 2006.