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

ma Radio is an annual survey commissioned by agma on the media usage behaviour of the German-speaking resident population in private households. With approx. 65,000 cases, it is the largest representative media study in the Federal Republic of Germany and consequently serves as an external benchmark for many other market media studies. Until 2020, the AGF participated in parts of ma Radio with a TV question set. Since 2020, the AGF has been collecting the "Potential Study" in collaboration with agof and agma, which together with the AGF's own platform study will form the new external specification "AGF Video Potentials" from 01.01.2022.

ma Intermedia is a file of agma in which the data from the media-specific ma survey tranches and the AGF Panel are combined. With the introduction of the agma partnership model, it was decided in 1987 to merge the television data with the ma survey every year. The data set of ma Intermedia is formed by means of fusions. In the ma Intermedia data set, the media of television, magazines, daily newspapers, movie theaters, radio and billboards can be counted on the basis of the advertising medium contact chance. The advertising medium contact chance represents the currency convention for intermedia comparison counts adopted by agma.

Maintenance is a method for completing missing data, due to survey questions not being answered. It is applied in the AGF Panel to fill in missing answers from the recruitment interviews. The maintenance approach corresponds to the injection performed after the annual Structural Survey.

Market media analyses are studies that collect information on both consumer behavior and media usage in a single-source survey. They allow for direct statements about the purchasing behavior of consumers on the basis of different media genres.

The market share indicates the percentage share of the average viewing participation of a programme/commercial break/a specific time interval in the viewing of TV Total at the respective time.

Market standards were introduced in the evaluation systems to make it possible for evaluations in VIDEOSCOPE to be conducted analogously to the TV Scope 6.1 productive system. One of two different market standards can be selected: The TV market standard and the video market standard. The market standards differ from each other with respect to the services observed. Whereas the TV market standard assures the evaluation of the traditional TV world, analogously to the TV Scope 6.1 productive system, the video market standard covers the consolidated service, i.e. the additional streaming service via the fused data set.

Marketers (streaming) are providers of videos of different publishers. The marketer (streaming) can differ from the marketer (TV). The marketer (streaming) plays an important role in production because it is needed for calibration. In addition, offerings or offering units are assigned to marketers.

The marketing target group comprises the persons at whom marketing instruments such as communication and pricing policies are aimed, meaning the group of potential buyers and consumers who are to be reached by marketing measures.

Matching refers to the linkage of TV and streaming content. It is performed on a rule-bound basis via the TV broadcast master and the streaming content master.

Every reception device in the households of the Television Panel is connected to a measurement device. The measurement system consists of a display field, the actual measurement device and a remote control device. The persons living in the household log in and log out as users by pressing a personal button assigned to them on the remote control device. The data, which are recorded second-by-second, are stored in the measurement device and transmitted to the data center of GfK Fernsehforschung via telephone line.

Media library refers to the entire digital offering of a publisher, including video-on-demand and – if available – livestream.

Media mix refers to the use of different media genres in an advertising campaign. In this case, media genres are optimally combined with a view to achieving the advertising objectives.

The media plan provides an overview of all planned advertising measures within a campaign. For example, it states when different advertisements will be placed in different advertising media.

Media target groups comprise the target groups for advertising measures. They are defined on the basis of socio-demographic, psychological and media-related characteristics. This allows for exact target group determination and therefore the targeted use of media.

The Micro Census is an annual representative household survey of the German Federal Statistical Office to update the census count, under which roughly 1% of the population is surveyed. The ma and the AGF Video Potential as an external specification for the AGF Panel are aligned with the Micro Census specifications.

Mid-rolls are online ad spots that play inside the video content. As a sub-category of linear video ads, they never run concurrently with the video content.

HEB is an acronym that stands for Main Income Earner. It refers to the person in the household who makes the biggest contribution to the household’s income. The characteristics of the MIE play an important role in the recruitment of panel households, among other things.

Since the Mobile Panel was established in March 2016, video streaming reach measurement for the stationary Internet (in the Desktop Panel) has been complemented by the measurement of video streaming usage on mobile terminal devices such as smartphones and tablets. The Mobile Panel comprises 6,300 active panelists who allow their mobile streaming usage to be measured. The universe for the Mobile Panel is the German-speaking population aged 18 and older who have used the Internet via a smartphone or tablet in the last 4 weeks.

Mobile TV refers to the transmission of video content to mobile terminal devices such as smartphones and laptops. Programmes can be transmitted to the devices via Internet or radio signals.

The TV broadcasters alone make decisions in this organizational body. Other market partners such as advertisers and agencies may perform an occasional advisory function. They are not institutionally involved in the decision-making process.

MPEG is an acronym that stands for Motion Picture Expert Group. It refers to a standard for the compression of digital audio and video data. This data compression method involves data losses because the original can no longer be exactly generated after decoding.

In the AGF system, multi-feeds are aggregations of programmes that are broadcast on different sub-feeds. They are usually visible to viewers in the user interface as a package offering (e.g. Bundesliga Soccer Conference) and also for marketing as an offering. This offering form is typically found on the Sky platform.

Every politically independent municipality in Germany is listed in the official statistics with its number of inhabitants, among other things. Based on this number of inhabitants, all municipalities are assigned to their respective size class. The respective municipality size class thus includes all the municipalities assigned to it, as well as the persons living in them. The municipality size classes, politically, are taken into account in the weighting of the AGF panel in the same way as the BIK municipality size classes and can be evaluated in the AGF evaluation software. Other categorisations widely used in market research for geographical market segmentation in Germany are, for example, the Nielsen areas or Nielsen agglomerations.   

1 - under 2,000 inhabitants

2 - 2,000 to under 5,000 inhabitants

3 - 5,000 to under 20,000 inhabitants

4 - 20,000 to under 50,000 inhabitants

5 - 50,000 to under 100,000 inhabitants

6 - 100,000 to under 500,000 inhabitants

7 - 500,000 inhabitants and more

7 – 500.000 Einwohner und mehr