Media-Analyse (Germany)

The Media-Analyse (ma) (English: Media Analysis (MA)) by Media-Analyse AG (AGMA) is the largest annually conducted media analysis in Germany and the largest survey of media consumer behavior in Germany overall. It examines the total population as well as its subgroups. The survey occurs telephonically or with questionnaires given to a representative cross-section of the total population sample.

The yearly use of media is queried using dated surveys and daily routine studies. Initially, only the German-speaking population of Germany was questioned, limited to those living in private households which was the main place of residence, and limited to those at least 14 years old. In 2008, the age limit was reduced to ten years old and European Union foreigners were incorporated. From 2010, “other foreigners” are also now questioned. This includes approximately 50,000 young people and adults who are chosen by random selection according to the ADM sampling system. They are subsequently questioned, some in person and some telephonically (CATI). In the process, the subgroups are described based on their demographic features such as age, sex, occupation, income, religion, and community size.

The results of the media analysis are issued on behalf of AGMA by its subsidiary Media Micro Census. They have large practical relevance because they largely determine the booking behavior of the advertising industry. The MA thus indirectly determines the price a media provider can charge for advertising. It is hence regularly observed that some radio stations use a large part of their annual advertising budget during the survey period of the MA.

In MA Pressemedien (English: MA Press Media), data is obtained on magazines, daily newspapers, supplements, city magazines, KONPRESS (denominational press; church newspapers), reading circles, and cinema. MA 2006 Pressemedien II, published on July 26, 2006, noted 170 magazines. For this study, around 39,000 interviews were collectively carried out in two waves during a year (February 27, 2005 – February 4, 2006). The MA 2007 Pressemedien I appeared in January 2007.

From the Second Wave MA 2004 (September 2003 – February 2004) on, some changes in the survey method were carried out, one of which was the launch of the Title Split Method (division of the approximately 180 titles submitted into three otherwise identical questionnaire versions) as well as (first only in approximately 10% of the interviews) the CASI method.

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