Print, radio, TV, and online media rely on regular reviews regarding the composition of their audiences to help determine their position on the market. In the 1930s, specific research approaches with a focus on representativeness and comparability were developed in the United States. These proven research methods were a first step towards a comparative advertising.
MARMAS, in a senior role and under the direction of the German Advertising Federation (ZAW), has developed standardised and comparable principles that allow for media analyses according to practice standards.
Therefore, MARMAS specialises in the realisation of media analyses in compliance with today’s standards of the ZAW and the Working Group Media Information on Professional and Special Magazines (AMF) as well as the European Norm for Media Analyses.
MARMAS has developed impactful study approaches to support the development in the digital media sector.