agma-mmc.de

The organisation follows a joint industry committee (JIC) model where a non-profit association defines and governs industry-standard media audience research, and a wholly owned commercial subsidiary executes and commercialises measurement operations. Value is created by producing comparable, methodologically standardised media reach and usage datasets across multiple media types and packaging them into planning tools and dashboards for professional media planning and trading.

The non-profit entity coordinates stakeholders, methodology and governance, while the commercial subsidiary runs ongoing measurement programmes (e.g. audio, podcasts, press, newspapers, out-of-home, digital usage) and technical platforms such as web-based analysis tools. The core value proposition is providing a single, industry-accepted currency for media audiences that underpins advertising planning, pricing and reporting for the German market.

agma/MMC is a German joint industry body and its commercial subsidiary focused on audience research and media usage measurement. The organisation conducts standardised media studies (Media-Analyse “ma”) across audio, print, digital, out-of-home and cross-media, and distributes the resulting datasets and planning tools primarily to its member base.

agma operates as a non-profit association, while Media-Micro-Census GmbH (MMC) is a 100% subsidiary that executes research operations and participation programmes. Revenue is generated via membership contributions, publisher participation and measurement fees, and commissioned research services, paid by media owners, media agencies and advertisers that need an agreed industry currency for planning and trading advertising in Germany.