The test project for the integration of return channel data

AGF Videoforschung has now launched a pioneering test project together with TV Insight to integrate return channel data into the existing panel measurement.

A six-month Proof of Concept (PoC) will investigate how AGF measurement can be extended to include additional usage data.

Extension of the AGF panel data through feedback channel information

The focus of the project is the enrichment of the classic AGF panel measurement with return channel data from the HbbTV measurement as well as from Sky set-top boxes.

These additional data are intended to strengthen the representativeness of the AGF evaluations and reduce the frequency of so-called zero ratings in increasingly fragmented TV structures.

Technological basis: HbbTV measurement library from TV Insight

The technical implementation is carried out using TV Insight's HbbTV measurement library. Data collection requires active user consent.

This consent is obtained via a consent banner on participating broadcasters and can be revoked at any time. The project is being implemented with the support of around 100 TV broadcasters.

Voices from the project

Kerstin Niederauer-Kopf, CEO of AGF Video Research, is delighted with the project launch: "We are very pleased with the successful start of the test phase of this ambitious project. The test for the integration of return channel data represents an important step in the further development of AGF measurement methods."

He continued: "Our thanks go to all partners who contributed their expertise. We look forward to the first test results in the coming months."

Sebastian Hinterstoisser, CEO of TV Insight, also emphasizes the importance of the collaboration: “It is a great honor to be technology partners the AGF to be part of this groundbreaking project.”

He says: "The AGF is one of the leading institutions in TV and video research in Europe. We are pleased to contribute our technology to the further development of measurement standards."

Significance for TV and video research

The project marks a significant milestone in the further development of TV audience measurement in Germany.

The combination of panel and feedback channel data could lead to more precise and stable audience ratings in the long term – an important step in view of changing media usage behavior and technical developments in the video market.

Sierks Media / © Photo: John, Unsplash