agma (Arbeitsgemeinschaft Media-Analyse)

agma is an abbreviation for Arbeitsgemeinschaft Media-Analyse e.V., an association of advertisers, agencies, and media companies with the goal of analyzing the performance of advertising media and their audiences. To this end, agma regularly conducts reach studies, which are published in the so-called ma (Media-Analysis). AGF collaborates with agma to conduct the Potenzial Study, the results of which AGF uses as part of its external benchmarks for sociodemographic targeting and weighting within the AGF Panel (see AGF Video Potentials). As part of ma Intermedia, AGF provides data from its panel for intermedia planning.