The first results of the new HbbTV-based TV ratings measurement system introduced in Austria have been positive with the solution providing more accurate viewership figures.
This conclusion was drawn by the initiators, TV ratings provider Arbeitsgemeinschaft Teletest (AGTT) and Screenforce Österreich, the industry association of the broadcasters and advertising sales agencies.
The system, which enhances traditional panel-based data with real-time insights from over a million HbbTV devices, has been in operation for 200 days.
Teletest 2.0 was launched on 1 September 2024 to provide broadcasters, advertisers and media agencies with a more detailed and precise TV audience tracking. By integrating return path data from HbbTV devices, the system aims to offer more reliable measurement.
“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.
Walter Zinggl (IP Österreich), spokesperson for Screenforce Österreich, stressed 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.”
One of the key improvements has been the reduction of ‘zero reach’ readings, a common issue in panel-based measurement where certain programmes or time slots register no audience. Since the launch of Teletest 2.0, these artefacts have been reduced by 97% across all AGTT-measured channels among the key 12-49 demographic, according to a statement.
The real-time data generated by Teletest 2.0 has also contributed to the development of TV-LOAD (TV Live Optimised Advertising), an advertising tool designed to optimise commercial breaks in real-time. Developed by AGTT in collaboration with TV-Insight and Virtual Minds, TV-LOAD allows advertisers to better reach their target audiences, according to the statement.
“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. “By dynamically adjusting ad placements based on real-time audience composition, TV-LOAD enhances the effectiveness of advertising campaigns and increases relevance for viewers.”
Since its rollout in autumn 2024, TV-LOAD has been adopted by Austrian broadcasters and media sales houses. AGTT expects that all Austrian AGTT-affiliated channels will integrate TV-LOAD by the end of the year, providing advertisers with a more efficient way to reach their audiences.
According to Gruber, the success of Teletest 2.0 has drawn international interest, with industry observers considering it a potential global standard for TV measurement. “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 said.
Beyond advertising, the real-time insights provided by Teletest 2.0 are assisting programme planners in responding to audience trends and adjusting scheduling strategies.