Media analysis (Austria)

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The logo of the media analysis

The Media-Analyze (MA) is the largest study to survey the media consumption of the Austrian resident population and therefore the most important index for determining advertising and advertising prices. The MA's focus is on print media .


The first media analysis was funded in 1964 by J. Walther Thompson and Lintas. The reason was general dissatisfaction with the supposed reach that the Austrian media reported at the time. There was also a lack of knowledge about owning household appliances and the consumption habits of Austrian households. Media planning was not possible without this data and the spread was extremely high. On the part of J. Walther Thompson the analysis of the data was carried out by FA Späth and Werner Traub, on the part of Lintas by Lauer. The counting using Hollerith cards took place at the JWT headquarters in Frankfurt. This first media analysis led to an upheaval in the Austrian media landscape. Much of the media that had previously been considered indispensable disappeared as the industry followed the media activities of Lintas / Unilever and JWT's major customers with eagle eyes. This was the reason for the foundation of the MA sponsoring association.

The study by the MA sponsoring association was first carried out in 1965 in order to obtain a comparative figure for the circulation figures of the Austrian circulation control (ÖAK) . It has been held annually since the early 1990s. In 2001 the study was split across several media genres. There was merging with the measuring instruments for television and radio , the TELETEST and the radio test . Since then, the MA itself has specialized primarily in print media, although the surveys surveyed all types of media.

The sponsoring association of the MA is the ARGE Media-Analyzes association , to which 110 media companies and advertising agencies belong, including the most important Austrian print media , the ORF , numerous radio stations and media agencies. The chairmanship of the association rotates. Helmut Hanusch from the NEWS GmbH publishing group is currently president.

The study is carried out by three of the leading Austrian opinion research institutes Fessel-GfK ( GfK Austria ) , Gallup , and IFES .


The population of the MA is the Austrian resident population aged 14 and over in private households according to the current microcensus of Statistics Austria (2007: 6,979,000 people). The sample size of around 16,000 interviews is based on an "extended random sample"; In other words, there is a multi-level, stratified selection, disproportionately according to federal states, with 8 addresses being assigned to the interviewers per sample point, who then select the target persons in the household using quota specifications according to gender, age and education or occupation. The field time of the study extends from January to December.

The interviews are carried out face-to-face in the target person's home, exceptionally for certain occupational groups (self-employed, freelance professions, managerial staff) and people up to 30 years of age outside the home or at work. A laptop is used for the interview, on which the questionnaire is shown, which in turn is answered by the interviewer (CAPI - Computer Assisted Personal Interview) and the interviewee himself (CASI - Computer Assisted Self Interview). The duration for an MA interview is around 45 minutes.

The surveys include all participating print media (daily newspapers, supplements, regional weekly newspapers, fortnightly magazines, monthly magazines), radio stations and television stations. Furthermore, the cinema , poster, city light, info screen and internet use (whether and how often - but not which websites were visited) as well as psychographic and socio-demographic data are queried. In addition, every two years, consumption data is collected in the "consumption analysis" using "self-filler" (questionnaire is handed out after the personal interview and filled out by the interviewee and returned to the surveying institute). The sample size of the consumption analysis is around 7,000 interviews.


The data of the media analysis (MA) have been published every six months since 2008 in 12-month files. In other words , the semi-annual report MA 07/08 covers the second half of 2007 and the first half of 2008. These semi-annual reports are published as a basic media analysis . The year-round reports from January to December are shown both as a basic media analysis and, after the merger of TELETEST, RADIOTEST and consumer analysis, in the basic media analysis in an all -media inventory .

The most important data of the media analysis for print media are:

  • Readers per issue (LpA) describes the probability of being a reader of an average issue of a newspaper, magazine or magazine in the WLK period. The calculated value results from WLK and frequency analysis.
  • Widest readership (WLK) describes the number of people who have read or leafed through at least one issue of the newspaper / magazine in a defined time interval. The WLK intervals are defined as follows:
    • Daily newspapers: 7 days
    • Weekly newspapers / magazines: 3 months
    • Bi-weekly magazines: 6 months
    • Monthly magazines: 12 months
  • Reader per number (LpN) is the person who stated that they had contact with the print medium in the defined publication interval . The LpN is the direct coverage of a newspaper, magazine or magazine in the publication interval.
  • Usage frequency is an average value for the regularity of use of a medium. (Question: "How many of the last 7/12 issues have you read?")

In addition to the data for print media, quarter- hourly values and daily reach for radio and hourly and daily reach for television are given.

All data is broken down and published by federal state, gender, age, social class, school education, marital status, housekeeping, household size, occupation and monthly income, so that the target group can be precisely narrowed down.

Discussion and points of criticism

As with all endeavors with many participants, the diverging perspectives result in various points of criticism and discussions.

Inclusion of free media

Since the inclusion and expulsion of the daily newspaper " Österreich " in the MA, the inclusion of free media has also been discussed. The reason for this was the split distribution of "Austria", as the daily newspaper can be purchased on the one hand as a paid newspaper and on the other hand is available as a free copy in removal boxes and thus rivals pure free newspapers . However, the statutes of the MA prevented the inclusion of free media, as they stipulated that members must provide evidence of being a purchase medium ( ÖAK or through an opinion by an auditor in accordance with ÖAK guidelines). In May 2009 this was changed after talks between the Association of Regional Media Austria and the MA. A print medium can be included in the MA and thus identified as a print medium from 15,000 copies in the distribution area larger than the federal state and at least six times a year.

Reach through advertising

It is assumed that the reach determined by questioning in the MA often deviate from the actual reach simply because some media are more present in the public. If a medium switches commercials on Austrian Broadcasting Corporation (ORF) at prime time, for example , this could have an impact on the responses to the opinion poll. In fact, in 2004, when the advertising bans for print media on ORF were extended, the reach of the titles of the NEWS publishing house, which was previously very often represented with advertisements on ORF, fell. Critics of NEWS-Verlag in particular do not attribute this decline to an actual decrease in the number of readers, but to the expansion of the television advertising ban.

Size of the submarkets

Because the MA queries and evaluates all federal states individually, there are very small sub-markets or target groups that are evaluated individually. For example, only 3.5% of Austrians live in the federal state of Burgenland . In such a small sub-market, the statistical fluctuation margins for media with limited reach are very high. If this small number of people is then also to be divided according to social class or occupation, values ​​sometimes result that are close to the fluctuation range and are therefore questionable.

See also

Web links

Individual evidence

  2. , see also Gallup International
  4. Herwig Stindl: Media Analysis opens - also - free media , May 13, 2009, accessed on December 28, 2011