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AGF trials HbbTV return channel data in German TV ratings

May 20, 2025 10.52 Europe/London By Broadband TV News Correspondent

German TV ratings provider AGF Videoforschung has launched a proof-of-concept integrating return channel data into its panel-based measurement system.

The six-month trial began last week and aims to enhance the accuracy of TV and video consumption data by incorporating usage insights from HbbTV-compliant TV sets and Sky Deutschland set-top boxes.

The trial is being conducted in cooperation with technology partner TV Insight and involves around 100 participating broadcasters. The goal is to assess whether return path data can improve the stability of audience figures and reduce the occurrence of “zero ratings”, particularly in a viewing environment that has become increasingly fragmented across platforms and services.

Return path data is collected using TV Insight’s HbbTV measurement library. Viewers must provide explicit consent for data collection via banners displayed on participating HbbTV channels, with the option to withdraw consent at any time.

“We are very pleased about the successful launch of the test phase of this ambitious project,” said 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.”

The initiative follows a similar rollout in Austria, where return channel data from HbbTV was successfully integrated into the official TV ratings system, Teletest. The Austrian case has shown that combining traditional panel data with granular device-level usage can provide a more comprehensive view of audience behaviour – a model AGF is now testing for potential adoption in Germany.

If the proof of concept is successful, it could lay the groundwork for a broader implementation of return path data in AGF’s audience measurement system.

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Filed Under: Connected TV, HbbTV, Newsline, Set-Top Boxes, Standards, Tech, TV Tagged With: AGF, AGF Videoforschung, Kerstin Niederauer-Kopf, Sebastian Hinterstoisser, Sky Deutschland, Teletest, TV-Insight Edited: 20 May 2025 10:52

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