From A for AGF Videoforschung to Z for zapping, the most important technical terms in video research are explained here.


The potential indicates the size of a target group in the universe. It can be calculated as an absolute number in millions or as a percentage of the universe. In the AGF Panel, the potential is calculated as the sum of the weighted average of a target group on which an evaluation is based and is expressed as a percentage of the universe.

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