ma (Media Analysis)

ma is an annual survey of the media usage behavior of the German-speaking residential population in private households that is conducted on behalf of agma. Comprising roughly 65,000 cases, it is the largest representative media study in the Federal Republic of Germany and is therefore used by many other market media studies as an external specification. AGF participated in parts of ma Radio with a TV question until 2020. Since 2020, AGF conducts the “Potential Study” together with AGOF under the auspices of agma. This study will report the relevant potentials for video and Internet usage in Germany beginning on 01/01/2021.

Like the ma study, the Potential Study is weighted by the Micro Census (official government statistics).