Dedicated media research helps to obtain data on the options and the deficits in the development of commercial broadcasting in Bavaria. To this end, the BLM commissions research into the audience reach of a radio or television service, the exploitation of the available advertising funds or the possibilities to enhance programmes or services.
The BLM conducts media research from two angles: quantitative research of the audience reach including data on media consumption, and qualitative research on the contents provided. In 2006, the BLM has put up a total of 850.000 Euros for funding media research. The results of the research are regularly published in the BLM's series of publications.
The annual research project "Funkanalyse Bayern" (FA) establishes data on the audience reach of all radio and television stations as well as on internet use. The results are presented during the Nuremberg Local Broadcasting Conference hosted by the BLM. In order to obtain data on the image and acceptance of each service, listeners and viewers are also asked what they expect from a service and what they think about the contents on air.
Audience research
The results of the FA audience survey are of major importance to the private broadcasters in Bavaria who fund their operations largely through advertising revenue. The survey provides data on both audience reach and on how each service is viewed and liked. The BLM obtains the key information it needs to develop and enhance its concepts for the organization of broadcasts in Bavaria.
The BLM has also joined the national media research organization AG.MA as a member to represent the interests of Bavarian local broadcasters in the association. The data collated under the regular AG.MA research panel MA allow the BLM to compare the advertising revenues raised by the Bavarian local radio stations overall and by the Bavarian-wide and the national services on air.
The BLM also contracts selected data raised by the Nuremberg market research group, GfK, via the national television research association AGF, to assess programme issues and questions of ownership and plurality in the media.