The Allensbach Media Market Analysis, which is often referred to more simply as the AWA, is one of the most important media market studies in Germany. The AWA is a broadly based study that ascertains the population's attitudes, consumption habits and media consumption behavior. The study has been conducted since 1959 and is currently based on about 25,000—face-to-face interviews per year of publication. The findings, which are ascertained on behalf of about 80 publishing houses and TV broadcasters, are published annually every summer. The AWA employs the single source principle: in other words, all information is obtained by our trained interviewers during the course of one face-to-face interview. The findings of the AWA are representative of the German-speaking resident population age 14 and over.
The AWA Codebook, which contains basic findings for all of the criteria included in the study, is also published every year in English. For more information or details on how to obtain the English edition, please contact us.