AGMA / MMC (AGMA‑MMC)

AGMA operates a membership-funded measurement and analytics model. It coordinates and produces proprietary media audience studies, standardises methodology across channels, and monetises access to those datasets and associated planning tools. Value is created by providing trusted, comparable measurement that media buyers and sellers can use as a common planning currency in the German advertising market.

AGMA / MMC is a German industry measurement organisation that produces standardised audience and usage datasets across radio, audio, podcasts, print, newspapers, out-of-home and digital media. Its products are used as planning and evaluation currencies by advertisers, agencies, publishers, broadcasters and media planners, and it also offers an online analytics interface for cross-media planning.

The business generates revenue primarily from annual membership fees, participation fees for specific studies and paid access to datasets, reporting outputs and planning tools. Rather than acting as an ad seller or media owner, it functions as shared market infrastructure for audience measurement in Germany, with MMC operating as a wholly owned subsidiary within that structure.