This includes approximately 50,000 young people and adults who are chosen by random selection according to the ADM sampling system.
In the process, the subgroups are described based on their demographic features such as age, sex, occupation, income, religion, and community size.
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.
As so-called “media currency”, the readers per issue (LpA) was established in the MA Pressemedien.
[1] AGOF records internet usage behavior with the Three Pillar Model: In the fall of each year, MA Intermedia also appears, in which information for magazines, newspapers, TV, and radio is summarized.
The questionnaire is largely identical to all MA studies (Press Media, Radio, Daily Newspaper).
A whole series of further market and media studies of different providers are based on the MA-determined reach results, among them the TdW (Typologie der Wünsche (English: Typology of Desires) by Hubert Burda Media), VA (Verbraucher-Analyse (English: Consumer Analysis) by Axel Springer Publishers and Bauer Publishers), Communication Networks (Focus Magazine Publishers), MarkenProfile (English: BrandsProfile), VuMA, etc.