The integration of HbbTV data into Austria's television ratings system has yielded positive results. Developed by Arbeitsgemeinschaft Teletest (AGTT) and Screenforce Österreich, the Teletest 2.0 system combines traditional panel data with real-time insights from over a million HbbTV devices. After 200 days of operation, the system demonstrates significantly improved accuracy.
“The close collaboration with Austria’s media agencies in planning and implementing Teletest 2.0 was crucial for its success and widespread acceptance,” said Thomas Gruber (ProSiebenSat.1 Puls 4), Chairman of AGTT. This collaborative approach has been instrumental in the system's wide adoption and positive reception.
Walter Zinggl (IP Österreich), spokesperson for Screenforce Österreich, highlighted the system's impact: “The granular data collected from over a million HbbTVs, anonymised and in full compliance with data protection regulations, offers a more precise picture of TV usage. It ensures that the performance of smaller and niche channels is accurately reflected.” The detailed data provides a much clearer view of audience behavior across all channels.
A key improvement is the dramatic reduction in "zero reach" readings – instances where programs register no viewership in traditional panel systems. Teletest 2.0 has reduced these by 97% across all AGTT-measured channels in the key 12-49 demographic.
The real-time data powers TV-LOAD (TV Live Optimised Advertising), a tool allowing for dynamic ad placement optimization. “TV-LOAD combines television’s broad reach and brand safety with the precision of digital targeting – on the most impactful screen in the household,” said Oliver Böhm (ORF-Enterprise), Deputy Chairman of AGTT.
The success of Teletest 2.0 has garnered international attention. “The Austrian model has generated strong interest from abroad in its first 200 days and has the potential to evolve into an international benchmark,” Gruber noted, suggesting a potential shift in global TV measurement standards.
Beyond advertising, Teletest 2.0's real-time insights are aiding programme planners in adapting to audience preferences and optimizing scheduling.