VuMA as the first market media study with non-EU residents

The current consumption and media analysis, the VuMA 2009, will be published shortly. It is the first market media study to be based on the population of Germans and EU foreigners aged 14 and over living in Germany. This corresponds to a potential of 67.026 million people. "With the expansion of the database to include EU foreigners, we are following the path taken by Media-Analyze Radio," explains VuMA spokeswoman Henriette Hoffmann. "This enables advertisers to compare the performance data of television and radio on this broad basis," adds Dr. Michael Keller, deputy spokesman for VuMA. The AGF / GfK television panel has included the group of EU foreigners for several years.

With the inclusion of EU foreigners, a considerable consumption potential of 2,16 million people aged 14 and over is added to the VuMA data pool. Otherwise, evaluations based solely on the Germans are still possible. VuMA's clients are ARD advertising SALES & SERVICES (AS&S), RMS Radio Marketing Service and ZDF advertising television. The VuMA is the most important market media study for planning radio and television. Data on media use can be combined with a wide variety of consumer data: It contains around 1.200 brands from the areas of fast-moving consumer goods (FMCGs), durable consumer goods, services/trade and the Sinus-Milieus as psychographic target group information.

The range of media covers all important television and radio offers: the performance values ​​of 172 radio stations and combinations have been adapted to the ma 2008 Radio II update. In the case of television, there are usage data for 20 television stations, including ZDF, ARD, including their nine regional programs, as well as all major private offers, which have been adjusted accordingly to the data from the AGF/GfK television panel. The adjustments ensure the greatest possible currency compatibility.

Users of the planning tools RadioXpert, MDS and mediMACH receive the single-source database free of charge and - provided they have Sinus certification - including the milieus. The VuMA is available under PLAN-TV for the tactical detailed planning of television. Advertisers and agencies can commission counts from VuMA members at any time.

Download report volume VuMA 2009

The VuMA 2009 report is available for download at www.vuma.de. It contains all consumption information for the population as a whole and broken down by gender, age and area (old/new federal states).

Examination profile VuMA 2009

Clients

• ARD advertising SALES & SERVICES GmbH (AS&S)
• RMS Radio Marketing Service
• ZDF advertising television

universe

• Germans and EU foreigners from the age of 14

sample

• 23.362 interviews

investigation period

• Wave 1: October 8 to November 26, 2006
• Wave 2: February 4 to March 25, 2007
• Wave 3: October 7 to November 25, 2007
• Wave 4: February 3 to March 23, 2008

selection

random route

survey type

• Personal-oral interview (television and radio use)
• Household book to fill out yourself (consumption behavior)

Source: Frankfurt / Hamburg / Mainz [ ots ]