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

Length weighting is a method for weighting programmes of different lengths. It is the standard method applied in calculating average performance values across multiple programmes. Each programme weighted by its length is factored into the average value. This ensures that longer programmes have a greater influence on the average value than shorter programmes.

Licensed broadcasters are broadcasters that have signed a data supply contract with AGF. AGF offers two kinds of licenses to licensed broadcasters: “system participation,” which provides access to all data available in the system, and “system-independent data supply,” which entitles the licensed broadcaster to purchase already prepared electronic reports.

Linear television refers to the sequence flow of TV contents set by the provider, such that the viewer can only watch the programmes in the same time sequence.

Linear video ads are a sub-category of in-stream video ads by which advertising messages are placed before, during or after the video content. In this case, the ad is placed linearly, meaning that it never runs concurrently with the video content. This type of video ad is further sub-divided into pre-rolls, mid-rolls and post-rolls, as well as interactive video ads.

Video usage can be divided into live and non-live, depending on analysis type. All incidences of use at the time of broadcast and 24/7 live stream use (video market standard) are treated as live for the purposes of TV analyses.

Recorded use, such as broadcasts recorded on hard disks (time-shifted viewing), is included in the analysis as non-live usage. Usage that occurs on three subsequent days after the day of broadcast is taken into account.

In TV convergence analyses, video views (VoD) related to TV broadcasting are treated as non-live use. Streaming analyses constitute live use in the form of 24/7 and event live streaming and non-live use in the form of video on demand (VoD).

Livestreams refer to video streaming offerings that are broadcast in real time on the internet. Users can follow various events such as football live on the internet through this direct transmission. A distinction is made between 24/7 livestream and event livestream, each with and without reference to the TV broadcast.

For cumulative counting and in other special analyses, a participation weight (= average weight including zero weight) and an adjustment (adjustment for daily fluctuations in target group potentials) should be used. The AGF analysis systems already include this.