The Media analysis (mA, also mA) examines the medium consumer behaviour of the population, which medium offerers is concretely used. The total population as well as its grading groups are examined.

As "medium currency so mentioned" in mA of the readers per expenditure (LpA) was established. It means, the expenditure of a certain magazine or newspaper has how many readers.

The collection takes place by telephone or with questionnaires to a representative cross section via the total population (SAM-polarize).

MA in Germany

The Media analysis of the working group Media analysis (AGMA) is the largest annually accomplished Mediaanalyse in Germany and the largest collection of consumer behaviour in Germany at all.

The annual use of the media is queried as deadline questioning and routine of the day study. Approximately 50,000 young people and adult starting from 14 years are selected by random sample in accordance with the ADM random inspection system. They are asked afterwards partly verbal-personally, partly by telephone (CATI). The target groups are described with the help of the demographic characteristics age, sex, occupation, income, religion and municipality size.

The results of the Media analysis become on behalf the AGMA of their subsidiary Media Micro Census published. They have large practical relevance, because they determine the reservation behavior of the advertising economy considerably. MA determines thus indirectly, a medium offerer for advertisement which prices can demand. It is to be therefore noticed regularly that for instance Radiosender use a majority of their annual advertising budget during the taxation period of mA.

In mA press media data become magazines, daily papers, Supplements, city pictorial, KONPRESS (Konfessionelle press; Church newspapers), magazine-reading clubs and cinema raised. mA 2004 press media II, published on 21 July 2004) noted 167 magazines. For this study during a yearly (2003) in two waves together approximately 32,000 interviews were accomplished. For mA 2005 press media II, which on 20 July appeared to 2005, the number of the interviews rose to 38.839.

Starting from the 2. MA waves 2004 (September 2003 until February 2004) some changes in the inquiry method was accomplished, on the one hand the introduction of the Titelsplitverfahrens (allocation of the submitted approx. of 180 titles on three otherwise identical questionnaire versions) as well as (first only in a part of approx. 10% of the interviews) the CASI method.

By the introduction of the Titelsplitmodells the ranges of the magazines rose over the two waves around on the average 7% - with however clear deviations with individual titles upward and/or down. A direct comparability of the data is no longer justifiable therefore for methodical reasons.

In mA radio the radio consumption is queried after individual transmitters. MA radio one raises by telephone (so-called CATI Befragungsmodell), for which on 19 July 2005 mA appeared became 2005 radio II 57,553 persons asked.

On 22 September 2004 for the first time mA appeared poster under ag.ma roof, in addition in the near future the study of on-line use is planned.

Additionally to the medium use soziodemographische characteristics, spare time and shopping behavior are raised.

The current data are only to the members of the working group Mediaanalyse registered association (among other things publishing houses, broadcasting stations, advertising agencies and recruit-rubbing) at the disposal. One can be able to be made however, e.g. over indicator departments of the publishing houses, free of charge an individual counting.

The Media analysis appears for press media and radio twice, for daily papers and poster once in the year. In North Rhine-Westphalia mA radio for restaurant radios is extended by the E.M.A. North-Rhine/Westphalia, in Bavaria by the radio analysis.

In addition in the autumn of a yearly mA Intermedia appears, in which the information for magazines, newspapers, television and radio is summarized. However this file is methodically disputed, since the so-called LpA is not directly with in this file the proven televisionrather comparable.

The first "reader analysis" appeared 1954, thus celebrated ag.ma in the year the 2004 their 50. Anniversary.

Further analysis files

On range values determined by mA a whole set of further market /Media studies of different offerers is based, under it the TdW (typology of the desires of the Burda publishing house), VA (consumer analysis), Communication network, mark profiles, VuMA etc.)

Related links

• Homepage of the working group Media analysis
• The current data to Media analysis press media (Burda Advertising center)
• Homepage of the VuMA market Media study for the electronic media
• Use of the data of the Media analysis from 1972 to 2000 (MLFZ)
• "Drums for mA: Posters instead of program" article over advertisement of the media in view of mA (W&V)
• "It is not important, like many people to us hears" criticism at the inquiry methods that mA radio (Telepolis)
• Radio certifications: Transfer endangers - of Germany Radiosender Telepolisartikel are to the last Media analysis 2006 on the way into a serious crisis

Counting possibilities of mA:

• Media offer of the mirror publishing house
• Media offer of Gruner+Jahr
• Media offer of the group of publishing houses trade paper
• Media offer radio marketing service

Articles in category "Media analysis"

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