Arbeitsgemeinschaft Media-Analyse e.V. (agma)

What Arbeitsgemeinschaft Media-Analyse e.V. (agma) does

Arbeitsgemeinschaft Media-Analyse e.V. (agma) is a German non-profit media research association (eingetragener Verein) founded in 1950 and headquartered in Frankfurt am Main. It functions as the consensus-based advertising currency (Werbewährung) for Germany, bringing together approximately 200 of the most important companies from the German media and advertising industry as members. Its outputs — standardized audience reach data across press, radio, out-of-home, digital, and cross-media — are used by publishers, broadcasters, agencies, and advertisers to set commercial terms and plan media campaigns. Governance is exercised by Chairman René Lamsfuß (Vorstandsvorsitzender) and Managing Director Olaf Lassalle (Geschäftsführer), with operating execution delegated to wholly-owned subsidiary Media-Micro-Census GmbH (MMC).

agma's core product is a portfolio of media-specific audience measurement studies: ma Pressemedien and ma Tageszeitungen for consumer magazines and daily newspapers; ma Radio, ma Audio, ma IP Audio, and ma Podcast for radio and online audio; ma Out of Home for outdoor advertising; and DNA (Digitale Nutzungsstudie) for digital advertising reach. These are unified through ma Intermedia PLuS, a cross-media performance database that fuses agma's media-specific survey tranches with the AGF TV panel via statistical modeling, and through maX, an online strategic planning tool that lets members self-serve cross-media analyses. Methodology combines a 14-day single-source diary survey (HUB-Survey, smartphone or paper), logfile-based digital measurement, handheld scanner devices (MediaScan) for print, and a specialized radio recall interview (ma Radio Tagesablauf). Field work is conducted by ADM-member institutes GfK, Ipsos, and Kantar; data processing and Leistungswerte calculation are handled by ANKORDATA; and TV panel data is supplied by AGF Videoforschung under a core strategic partnership.

The business model is a closed B2B membership subscription: recurring fees from approximately 200 enterprise members provide exclusive access to study results, the ma Download area, the maX planning tool, and Power BI-based agma boards dashboards; non-members are explicitly prohibited from accessing ma data. Distribution is single-country, domestic (Germany), and go-to-market is enterprise field sales through direct outreach, industry events, and referrals. Recent strategic activity in 2024 centers on operationalizing DNA as the digital reach standard, co-developing the Understanding Data educational initiative with ADM and supporting industry partners (including Austrian associations VdMI and VMÖ), and strengthening digital measurement infrastructure through joint operation of the ivwbox.de cookie with AGOF and IVW. Compliance is maintained against ISO 27001, ISO 9001, ISO 20252, and GDPR (DS-GVO).

Name

Arbeitsgemeinschaft Media-Analyse e.V. (agma)

Legal name

Arbeitsgemeinschaft Media-Analyse e.V. (agma)

Website

https://agma-mmc.de

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

11–50 employees

Short description

agma is the consensus-based, non-profit German media research association that provides the country's official advertising currency through standardized audience measurement studies serving approximately 200 member companies across media, agencies, and advertisers.

Ownership category

akta.pro rank

Product category

Media Audience Measurement

NAICS

Media Representatives (541840)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Media & Audience Measurement Analytics (BPAHALAO)

akta.pro secondary industry

National TV & Cross-Platform Audience Measurement Panels (MPABAOAA)

Keywords

• Media audience measurement
• Advertising currency
• Cross-media reach
• Media research studies
• Media planning analytics

Headquarters

HQ city

Frankfurt am Main

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Membership Fees: agma is funded through membership fees from approximately 200 of the most important media and advertising companies in Germany. Members gain exclusive access to study results across all media types.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

agma is the consensus-based industry standard body for German media audience measurement, producing standardized, independently measured reach data across press, radio/audio, out-of-home, TV, and digital media through its ma study family. It operates the maX CrossMedia Tool for strategic media planning and agma boards dashboards, distributing results exclusively to its approximately 200 member companies as the official advertising currency for the German market.

Product overview

Arbeitsgemeinschaft Media-Analyse e.V. (agma) is a German media research association that provides the advertising currency for Germany through consensus among media, agencies, and advertisers. The organization operates a unified platform of media analysis products spanning multiple media categories: ma Audio (Radio/Webradio), ma Intermedia PLuS (crossmedia), ma Podcast, ma IP Audio, ma Out of Home, ma Pressemedien, ma Radio, ma Tageszeitungen, and DNA (Digital Usage Study). These are supported by the maX CrossMedia Tool for strategic media planning and the agma boards dashboard platform. Together, these products cover newspapers, magazines, cinema, outdoor advertising, internet, and radio/audio media.

Differentiator

Problem solved

Functional benefit

Brands

• ma Audio: Convergent usage study for radio and online audio
• ma Intermedia PLuS
• ma Podcast
• ma IP Audio
• ma Out of Home
• ma Pressemedien
• ma Radio
• ma Tageszeitungen
• DNA
• maX
• agma boards

Products and services

• ma Audio The convergence currency for Radio and Online-Audio in Germany, providing standardized reach measurement for radio and webradio offerings. Used by media owners, agencies, and advertisers as part of the official German advertising currency.
• ma Intermedia PLuS Cross-media performance overview of all media types, enabling calculation of performance values for individual advertising media across different media categories. Provides the basis for cross-media planning in the German advertising market.
• ma Podcast Logfile-based measurement of podcast accesses with monthly reporting of usage data and central core units of podcast measurement, providing the advertising currency standard for podcasts in Germany.
• ma IP Audio Usage measurement of webradio offerings in Germany with quarterly reporting of webradio usage, covering the IP-based audio dimension of the German advertising currency.
• ma Out of Home Reach study of outdoor advertising in Germany, providing standardized audience reach measurement for out-of-home advertising carriers as part of the German advertising currency.
• ma Pressemedien Reach measurement of consumer magazines in Germany, providing the standardized reach data used as the advertising currency for print magazine advertising. Current reaches are delivered via a web-based dashboard tool since ma 2021 Pressemedien.
• ma Radio Reach measurement of radio stations in Germany, using a specialized day-recall interview technique (ma Radio Tagesablauf) to capture radio listening in 15-minute intervals as part of the German advertising currency.
• ma Tageszeitungen Reach measurement of daily newspapers in Germany, providing the standardized reach data for the newspaper advertising market. Current reaches are displayed in a dynamic dashboard tool since ma 2020 Tageszeitungen.
• DNA (Digitale Nutzungsstudie) The Digital Usage Study of agma (DNA), now in regular operation, measures website and app reach through logfile-based and clientside measurement. Serves as the ad-reach standard for the digital business and the reach standard for online advertising currency in Germany.
• maX CrossMedia Tool Online tool for strategic media planning enabling agma members to independently perform analyses of the use of all media types over the course of a day and by target groups, with visualization and export capabilities. Provides self-service cross-media analysis based on the HUB-Survey data.
• agma boards Quick access platform for reach and target group data of ma studies, providing a central data hub of agma for simple and direct access to the most important information via interactive dashboards for ma Pressemedien, ma Tageszeitungen, ma Podcast, ma IP Audio, and ma insight.

Quantifiable outcome

• The DNA study is now in regular operation (Regelbetrieb), providing logfile-based digital reach measurement as the standard for online advertising currency.

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature6 records

Partnerships

18 partnerships are on record, tiered core and supporting.

• ADM (Arbeitskreis Deutscher Markt- und Sozialforschungsinstitute e.V.)coreStrategic or Co-development Partner · 24 September 2024Co-developer of the Understanding Data initiative. ADM is the umbrella organization for privately organized market and social research institutes in Germany, founded in 1955. All institutes involved in the ma survey are ADM member institutes.
• ScreenforcesupportingGTM or Marketing Partner · 24 September 2024Supporting partner of the Understanding Data initiative. Screenforce is the Austrian and German initiative for audiovisual media.
• RadiozentralesupportingGTM or Marketing Partner · 24 September 2024Supporting partner of the Understanding Data initiative. Radiozentrale is the German radio industry initiative.
• BVDW (Bundesverband Digitale Wirtschaft e.V.)supportingGTM or Marketing Partner · 24 September 2024Supporting partner of the Understanding Data initiative. BVDW is the German digital economy association.
• DGOF (Deutsche Gesellschaft für Onlineforschung)supportingGTM or Marketing Partner · 24 September 2024Supporting partner of the Understanding Data initiative. DGOF is the German society for online research.
• VdMI (Verband der Markt- und Meinungsforschungsinstitute Österreichs)supportingGTM or Marketing Partner · 24 September 2024Supporting partner of the Understanding Data initiative from Austria.
• VMÖ (Verband der Marktforschung Österreich)supportingGTM or Marketing Partner · 24 September 2024Supporting partner of the Understanding Data initiative from Austria.
• AGF Videoforschung GmbHcoreStrategic or Co-development PartnerAGF provides TV viewing data that is fused with agma's media-specific survey tranches (ma Presse, ma Radio, ma Out of Home, DNA) to create the ma Intermedia PLuS cross-media performance database. AGF develops and operates TV measurement instruments for the German market.
• GfK Media & Communication Research GmbH & Co. KGcoreTechnology or IntegrationOne of three research institutes conducting the HUB-Survey and maX data collection fieldwork. Fieldwork partner for ma Pressemedien, ma Radio, ma Out of Home, and related studies.
• IPSOS Deutschland GmbHcoreTechnology or IntegrationOne of three research institutes conducting the HUB-Survey and maX data collection fieldwork. Also handles data collection for the DNA follow-up study and the 'Medien in Deutschland' study.
• Kantar Deutschland GmbHcoreTechnology or IntegrationOne of three research institutes conducting the HUB-Survey and maX data collection fieldwork. Key data collection partner for agma's major surveys.
• ANKORDATA GmbH & Co. KGcoreTechnology or IntegrationResponsible for data processing and calculation of Leistungswerte (performance values) within the maX CrossMedia Tool. Provides data processing services for the HUB-Survey.
• INFOnline GmbHcoreTechnology or IntegrationThird-party service processor for the DNA study ('Medien in Deutschland' study), handling technical measurement and data processing for online reach measurement in cooperation with agma, agof, and IVW.
• ISBA Informatik Service-Gesellschaft mbHsupportingTechnology or IntegrationService processor for the DNA study, involved in data processing within the 'Medien in Deutschland' research framework.
• Interrogare GmbHsupportingTechnology or IntegrationService processor for online tracking data in the 'Medien in Deutschland' study, handling web analytics data processing.
• App Research Organization GmbHsupportingTechnology or IntegrationService processor for the 'Medien in Deutschland' study, providing app-based research services.
• IVW (Informationsgemeinschaft zur Feststellung der Verbreitung von Werbeträgern e.V.)coreStrategic or Co-development PartnerIVW provides a tested measurement procedure for internet reach measurement that is used in the DNA study. agma, agof, and IVW jointly operate the cookie 'ivwbox.de' for usage measurement and offer a common opt-out mechanism.
• AGOF (Arbeitsgemeinschaft Online-Forschung e.V.)coreStrategic or Co-development PartnerCollaborates with agma and IVW on the DNA digital usage study. AGOF contributes its expertise in online research methodology to the joint measurement framework.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• GfK: Global market research incumbent; operates as a core fieldwork partner for agma's HUB-Survey while also offering broader consumer and media research services that overlap with agma's measurement scope.
• Ipsos: Global market research firm; conducts HUB-Survey fieldwork for agma and also provides audience and advertising research services that partially overlap with agma's member offerings.
• Nielsen: Global audience measurement incumbent operating TV, radio, and digital panels worldwide. In Germany, competes indirectly with agma through cross-platform measurement offerings but operates as a for-profit global firm rather than a member-driven JIC.
• Kantar Media: Global audience measurement division of Kantar; serves as both a fieldwork partner (via Kantar Deutschland) for agma and a broader measurement competitor offering syndicated audience solutions across multiple markets.

Direct peers

• BARB (Broadcasters' Audience Research Board): The UK's official TV and cross-platform audience measurement JIC. Operates a panel-based currency for the UK advertising market using the same consensus-driven governance model as agma in Germany.
• Stichting KijkOnderzoek (SKO): The Netherlands' official TV and video audience measurement JIC. Another European JIC peer with a consensus-based governance model analogous to agma's structure for the German market.
• AGOF (Arbeitsgemeinschaft Online-Forschung e.V.): German online audience research JIC and direct co-development partner on the DNA study. Operates the internet reach currency (online facts) and shares infrastructure with agma, making it both a partner and a closely comparable peer in the German market.
• Médiamétrie: France's official cross-media audience measurement JIC. Operates the same consensus-based industry model covering TV, radio, digital, and OOH for the French market, making it a structural analogue to agma in continental Europe.
• AGF Videoforschung GmbH: Germany's TV audience measurement JIC and agma's strategic data-fusion partner. Provides TV panel data fused into agma's ma Intermedia PLuS. Operates the same consensus-based JIC model for the TV medium in Germany, making it the closest functional peer.
• IVW (Informationsgemeinschaft zur Feststellung der Verbreitung von Werbeträgern e.V.): German circulation and distribution verification JIC, co-operator of the ivwbox.de cookie and DNA measurement infrastructure with agma and AGOF. Operates a similar consensus-based industry-standard model for print and online reach.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@Understanding_Data
• LinkedInlinkedin.com/company/agma-mmc

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Arbeitsgemeinschaft Media-Analyse e.V. (agma)