According to the current Allensbach market and advertising analysis (AWA 2015), the reach generated by SPIEGEL is 8.1 per cent among the German-language population aged 14 or older. This corresponds to a readership of 5.6 million. "Focus" attracts 5.2 per cent or 3.62 million readers, while "Stern" has 10.5 per cent or 7.3 million readers.
In the most economically high-powered and best-educated stratum of the population (socio-economic status 1+2), SPIEGEL achieves a reach of 2.55 million readers and, with a percentage reach of 16.0 per cent, remains the purchased magazine with the highest reach among those covered by AWA. This means that SPIEGEL remains comfortably ahead of "Focus" (9.4 per cent reach), reaching over a million readers more in this target group.
KULTUR SPIEGEL is currently generating a reach of 1.48 million readers in the German-speaking population aged 14 or older (2.1 per cent). 54 per cent of its readers have a socio-economic status of 1 or 2 (index 235) and 43 per cent are innovators or trendsetters (index 283). This means that KULTUR SPIEGEL reaches a particularly well-funded and innovation-oriented target group.
The reach attained by UNI SPIEGEL amounts to 531,000 readers or 0.8 per cent of the German-speaking population aged 14 or older. In the students target group, UNI SPIEGEL has a reach of 11.1 per cent, putting it in third place in the ranking of all AWA magazines – behind SPIEGEL and "Stern". The reach attained by UNI SPIEGEL in this area is more than three percentage points higher than the reach generated by "Zeit Campus".
Norbert Facklam, Head of SPIEGEL QC: "AWA 2015 once again attests that our magazines are highly significant in their respective competitive environments. The high journalistic quality of our media creates a close bond with their readers. This bond, in turn, constitutes the foundation for an outstanding advertising impact that we reliably offer to our partners on the customer and agency sides respectively."