AGF Videoforschung, a leading German TV ratings provider, has initiated a proof-of-concept project focused on integrating return channel data into its established panel-based measurement system. This six-month trial, launched recently, aims to significantly boost the precision of TV and video consumption data by incorporating usage insights directly from HbbTV-enabled television sets and Sky Deutschland set-top boxes.
The trial, a collaborative effort with technology partner TV Insight, involves approximately 100 participating broadcasters. Its primary objective is to evaluate the effectiveness of return path data in enhancing the stability of audience figures and reducing instances of “zero ratings.” This is particularly crucial in today's increasingly fragmented media landscape, where viewers consume content across a wide array of platforms and services. Data collection leverages TV Insight’s HbbTV measurement library. Viewers provide explicit consent through banners displayed on participating HbbTV channels, with the option to revoke their consent anytime.
“We are very pleased about the successful launch of the test phase of this ambitious project,” stated Kerstin Niederauer-Kopf, CEO of AGF Videoforschung. “The test for integrating return channel data represents an important step in the further development of AGF’s measurement methods. Our thanks go to all participating partners who have contributed their expertise to get this innovative project off the ground. We are looking forward to the first test results, which we expect in the coming months.”
Sebastian Hinterstoisser, CEO of TV Insight, added: “It is a great honour that TV Insight is able to participate as a technology partner in this pioneering project. AGF is one of the most renowned and influential institutions in the field of TV and video research in Europe – all the more we are delighted about the opportunity to contribute our technology in this context. We hope that our methodological approach can support the further development of existing measurement standards.”
This initiative builds upon a similar successful integration in Austria, where return channel data from HbbTV was incorporated into Teletest, the official TV ratings system. The Austrian experience has demonstrated the value of combining traditional panel data with granular device-level usage data to achieve a more comprehensive understanding of audience behavior – a model AGF is now evaluating for potential implementation in Germany. A successful trial could pave the way for wider adoption of return path data within AGF’s audience measurement system.