German radio multi-method survey 1995. Results of the multi-method test for radio organisations within AG.MA

Dieter Muller

The radio survey method test carried out in 1995 by the German radio organisations within AG.MA was a milestone in German radio research in many respects.

German Radio Multi-Method Survey 1995. Results of the Multi-Method Test for Radio Organisations Within AG.MA

Dieter K. Mller (ARD-Werbung), Germany

BACKGROUND

What led radio companies to carry out this project costing DM 1.4 million? The electronic tranche of AG.MA Media Analysis has been carried out in its present form for the past ten years, but the radio market has fundamentally changed over this period. We therefore needed to test whether the survey model was still able to give a reliable picture of this market.

A Fast Growing Market

The Media Analysis 1995 survey covered a total of 245 different...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands