Abstract:

At the beginning of 1995 a multi-million Mark research project was launched by the radio networks involved in the media analysis association, Arbeitsgemeinschaft Media-Analyse e.V. or AG.MA for short. The object of this project is to investigate the best possible methodology for radio research as part of AG.MA media analysis (MA). In parallel with the optimisation of radio research, these methodology tests also represent an attempt to obtain additional marketing information which is complementary to MA and which will support sales of advertising airtime. A glance at the advertising market highlights the necessity for such research: In Germany, radio has had a more or less constant share of around 7 per cent of the advertising market. The advent of daytime TV offering advertising at attractive CPT rates has added another competitive dimension which must be taken seriously, underlining the need for additional sales arguments.