AGF extends HbbTV data trial for Germany’s TV ratings
Germany's TV audience measurement body, AGF Videoforschung, is extending its trial to incorporate HbbTV return-path data into the official TV ratings, aiming to combine traditional panel data with usage details from HbbTV-compliant CTVs and Sky set-top boxes. This initiative marks a significant methodological change in German national TV ratings, with testing continuing through 2026 and potential integration into the existing panel structure. The project addresses the need for more stable and representative measurement, particularly in small, fragmented viewing structures.
Key Takeaways
- AGF launched a proof of concept in May 2025 and extended the test into 2026.
- The ratings model is combining traditional panel data with HbbTV-compliant connected TV sets and Sky set-top boxes.
- Kerstin Niederauer-Kopf said the hybrid approach is "by far the biggest change in TV measurement."
- AGF has secured consent for measurement from more than 17 million devices, up from 16 million in September 2025.
- Amazon Prime Video joined AGF’s measurement framework in 2024, adding another digital measurement layer to reconcile.
Why It Matters
AGF’s extension signals that Germany is still working through the plumbing for a hybrid ratings system, not just testing a theoretical upgrade. The immediate issue is how return-path data from HbbTV devices and Sky boxes can be integrated without breaking representativeness, since AGF says the panel must remain central for valid and comparable ratings. That matters in a market that also has to align Amazon Prime Video measurement and multiple broadcaster interests. The next concrete checkpoint is AGF Forum in September, where Niederauer-Kopf said further insights may be presented.
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