Objective

With the conversion of the market standard to video, the AGF is pursuing the goal of adequately reflecting the changed structure of offerings and competition. In addition to TV households, households that do not own a TV set but at least one device with which online content can be received (e.g. PC, laptop, smartphone and tablet) are now also taken into account. In addition to linear TV usage, the linear and non-linear usage of streaming offers via almost all end devices is also taken into account. In the form of newly created evaluation options, the temporal restrictions are also removed so that the individual programme sequences can be meaningfully mapped in the convergent usage data.

Extension of streaming usage

The AGF has already been measuring streaming usage since 2017 via separate online panels operated by Nielsen. Since 2019, streaming usage has been reported on a regular basis.

As part of the continuous development of the measurement and methodology, a consent-free measurement for mobile and desktop devices can now be guaranteed for all measurement participants. As part of the data production, the streaming usage measured in the online panels and calibrated to the overall survey is merged into the AGF panel. Through the use of various media-specific links as well as measured overlapping information, the AGF convergent usage dataset is created, on the basis of which the reporting and analysis in the market standard video takes place.

Influence of the changeover on performance values

Increase in absolute values such as viewing participation, viewers, net coverage and contact total in millions due to the addition of the live stream.

Slight shifts in market shares among the broadcasters due to the addition of the livestream.

Decrease in relative values such as viewing participation in %, viewers in %, net coverage and contact total in %, viewing duration as well as GRP due to the expansion of the universe and the associated increase in potential, which is generally not offset by the additional usage of live streaming.

New evaluation aggregates

New forms of usage and delivery of content also require new evaluation aggregates as a meaningful basis for comparison.

In the streaming sector there are no linear programme schedules, there is no clear reference to a specific broadcast. In order to be able to look at linear TV and streaming together, we have therefore created new evaluation aggregates.

Programme brands

Programme brands were introduced with the aim of ensuring cross-media reach for strong media brands regardless of their linearity and end device. This means that both linear and non-linear content are measured against each other instead of against each other.

For programme brands, gross, net coverage and usage volumes are reported on the basis of calendar weeks.

Video usage share

For the analysis of video content, the video usage share (VUS) is a parameter for convergence evaluations that represents the competitive position of an evaluation element and allows its tracking. The Fact is formed on the basis of the viewing volume and is calculated from the viewing volume of the evaluation element in relation to the viewing volume of video as a whole.

New Software

AGF SCOPE

AGF SCOPE is being developed as a browser-based web application by AGF Videoforschung for the evaluation of television, streaming and video usage behaviour. It is a completely new development with a focus on improved presentation and usability that takes current user requirements into account.

AGF REACH PLANNER®

With the AGF REACH PLANNER® software, AGF introduces a new, web-based strategic rough planning tool for forecasting the reach of cross-media campaigns for TV and streaming. The integration of further measurement data is planned. For example, data from the X-Reach measurement (non-video content) and the AGF Smart Meter measurement (platforms such as Netflix and Amazon Prime Video) can be included in the future.

PLAN TV/TV CONTROL

Plan TV and TV CONTROL continue to exist as AGF Videoforschung software for the integrated planning and control of TV advertising campaigns. Analogous to VIDEOSCOPE and AGF SCOPE, the market standard TV is currently also stored as the default in Plan TV and TV Control. Parallel to this, the market standard video will be available from 2023. This can be selected specifically.

Continuation AGF VIDEOSCOPE

For a transitional phase for the controlled changeover to AGF SCOPE and the market standard video, there will be a continuation of operation and filling with current data from AGF VIDEOSCOPE for the market standard TV until 30 June 2023. Annual evaluations for 2022 can thus be carried out securely via AGF VIDEOSCOPE.

Further processing systems

Due to the multiplication of the report mass in the context of the integration of the streaming data into the AGF panel, there is a ninefold increase in the data in the PIN data. This must be taken into account in the further processed systems. The format of the PIN data changes only slightly and can be found in the PIN data set description.

Migration

With the provision of new software, it will also be possible to transfer modules from existing systems to AGF SCOPE. A migration assistant will be delivered with the software, which will be provided for the module transfer. Due to the different evaluation parameterisation in AGF SCOPE compared to AGF VIDEOSCOPE, restrictions will be made on some types of modules with regard to migration:

• Target groups (e.g. only those that do not contain any user-generated characteristics)
• Programme lists (e.g. only single-variety lists that exclusively contain elements of the same type of TV programmes or TV time intervals)