Media-Analyse (Germany)

The media analysis of the Arbeitsgemeinschaft Media-Analyse ( ) is the largest media analysis is conducted annually in Germany and the largest collection of media consumption behavior in Germany at all. It examines the overall population and its subgroups. The survey carried out by telephone or questionnaire to a representative cross -section of the total population ( Sample).

The annual use of the media is queried as date survey and daily routine study. Initially, only the German -speaking population of the FRG was interviewed in private households on the main place of residence 14 years. In 2008, the age limit was lowered to 10 years, but EU foreigners incorporated. As of 2010, but should also include "other foreigners" are questioned. This then includes approximately 50,000 young people and adults who are chosen at random selection according to the ADM sample system. You will be asked then some oral - personally, partly by telephone ( CATI). The target groups using the demographic characteristics of age, gender, occupation, income, religion, and community size are described.

The results of the media analysis are issued on behalf of the of its subsidiary Media -Micro -Census. They have great practical relevance, because they determine the booking behavior of the advertising industry significantly. The ma thus indirectly determines what prices can request a media provider for advertising. It is therefore to notice regularly that about radio stations use a large part of their annual advertising budgets during the survey period, the ma.

MA Press Media

In the ma press media data to magazines, newspapers, supplements, city magazines, KONPRESS ( Denominational Press; church newspapers) are reading clubs and cinema levied. ma 2006 Press Media II, published on 26 July 2006) listed 170 journals. For this study, a total of around 39,000 interviews were conducted during a year (February 27, 2005 to February 4, 2006 ) in two waves. The ma 2007 Press Media I published in January 2007.

From the 2nd wave ma 2004 ( September 2003-February 2004 ) some changes on the one hand the introduction of the title Split method ( Distribution of submitted about 180 titles on three otherwise identical questionnaire versions) and (initially only in a part were carried out in the survey method, about 10 % of the interviews ), the CASI method.

The introduction of the title split model, the ranges of the magazines soared over the two waves by an average of 7% - although with significant variations in individual titles up or down. A direct comparison of historical data is therefore no longer justifiable for methodological reasons.

As so-called " media " is as in the ma press media of readers per issue ( LpA) established. It tells how many readers has a copy of a particular magazine or newspaper.

MA Radio

In the ma radio radio consumption is queried for individual transmitters. The ma radio phone is charged (so-called CATI survey model ) for which published on 8 March 2006 ma 2006 Radio I 58 011 persons were interviewed.

As a media currency of the so-called handset is reported per hour ( for specified hours sections ) and the average hours per listener and the listener per day.

MA Poster

The first ma poster under roof appeared on 22 September 2004. On 19 December 2007, ma 2007 poster was published. The method of ma poster has been completely redesigned for the 2007 report. The data are now based on a combined elevation model, consisting of a CATI survey and a road test with a GPS receiver.

Online - AGOF

The (AGOF ) Internet Facts collected by the Arbeitsgemeinschaft Online Forschung appear since 2009, also under the responsibility of the methodological ma

The AGOF registered the Internet usage behavior with the three -pillar model:

MA Intermedia

In the autumn of the year also the ma Intermedia, in which the information for magazines, newspapers, television and radio will be summed.

General queries

In addition to media use, sociodemographic characteristics, leisure and shopping behavior are collected. The questionnaire is largely identical in all ma - studies (press media, radio, newspaper ).


The current data are available only to members of the Arbeitsgemeinschaft Media analysis eV (among publishers, broadcasters, advertising agencies and advertisers ) are available. However, one can, for example through ad departments of publishers, get free follow an individual count.


The media analysis appears for the press media and radio twice, for daily newspapers and poster once a year. In North Rhine -Westphalia is the ma radio for local radio stations by the EMA NRW expanded in Bavaria by the radio analysis.

The first reader - analysis appeared in 1954, thus the celebrated in 2004 its 50th anniversary.

Further analysis files

On the determined by the ma range values ​​based a whole series of other Markt-/Media-Studien from various vendors, including the TdW ( Typology of Desires by Hubert Burda Media ), VA (consumer analysis of Axel Springer Verlag and Bauer Publishing ) Communication Networks ( Focus Magazin Verlag ), brand profiles ( Gruner Jahr ), VuMA etc. )