IfD Allensbach

The Allensbach Institute conducts two of the most extensive media market studies in Germany and offers individually tailored readership research, analyses and consulting services for publishers, media companies and trade associations.

The Allensbach Media Market Analysis (AWA), which has been conducted annually since 1959, is currently based on about 20,000 face-to-face interviews per year of publication. The findings are representative of the German-speaking population age 14 and over. Along with a large number of markets and submarkets, the AWA also ascertains general social conditions and, in particular, the reach and consumption of all types of advertising media. The AWA's primary focus is on measuring the reach of about 300 print titles. Additionally, it also measures consumption of the most important TV channels, the Internet, radio and cinema.

The Allensbach Computer and Technology Analysis (ACTA), which has been conducted anually since 1997, currently based on about 9,000 face-to-face interviews per year. The sample is representative of the population age 14 to 69. As well as ascertaining specific markets, such as computers, electronic home entertainment, digital photography and video technology, navigation systems, and computer and console games, the ACTA also places special emphasis on measuring print, online and mobile media consumption. The ACTA thus provides broadly based data on ongoing trends in numerous technology markets. Above and beyond this, the study reveals how people's information, communication and purchasing behavior is changing in today's digital world.

Another main focus of media research at the Allensbach Institute is readership research for newspapers and magazines. Since conducting its first survey among readers of the national newspaper Die Welt in the 1960s, the Allensbach Institute has assisted numerous individual publishers in introducing new titles and enhancing their existing print products. Thanks to our extensive interviewer network, we are also able to implement complex study designs, such as dummy tests and copy tests of newspapers and magazines.

Based on the extensive data contained in the AWA and ACTA studies, along with other ongoing surveys, the Allensbach Institute provides analyses and consulting services for publishers and media companies. Our services in this respect include both secondary analyses based on available data from the AWA and ACTA and primary research on certain market segments. In addition, the Allensbach Institute also regularly investigates basic media consumption trends on behalf of the major German newspaper and magazine publishers' trade organizations.

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