Frankfurt, May 8, 2025 - AGF continues to advance digital audience measurement:
Since March 2025, the digital publishing offerings of the Bauer Media Group have been gradually integrated into the AGF measurement system. These will likely become available to authorized users in the AGF tools starting mid-June.
The offerings already included are:
• LECKER.de
• TVMovie.de
• WUNDERWEIB
• INTOUCH.WUNDERWEIB.de
• ASTROWOCHE.WUNDERWEIB.de
• COSMOPOLITAN.de
• BRAVO.de
• selbst.de
With this integration, AGF expands its display measurement to include additional relevant offerings. AGF X-REACH was launched back in 2021 to measure not only TV and video content but also the usage of websites and the advertising formats displayed on them. Following a successful beta phase, the system has been delivering robust and consistent usage data since July 2023.
The integration of Bauer Media Group's offerings, marketed through RTL Deutschland's Ad Alliance, demonstrates that participation in the AGF measurement system does not require TV content to be measured. AGF X-REACH represents a cross-platform and cross-media approach that enables consistent tracking of both video and non-video content across different channels. Depending on the structure of the offering, reporting can be cross-media (including TV) or digital-only.
Market relevance and user-centricity at the core
With AGF X-REACH, AGF follows a clear objective: to measure media usage from the perspective of users. The integration of Bauer Media Group’s digital offerings marks another step toward a broader view of the market. It increases transparency in comparing different providers and gives advertisers a more robust data foundation.
Kerstin Niederauer-Kopf, CEO of AGF Videoforschung, emphasizes: "The relevance of digital offerings continues to grow, so we’re very pleased to welcome the integration of Bauer Media Group’s digital inventory into AGF X-REACH. In addition to expanding our data base, we also see long-term potential for integrating AGF X-REACH data into 'Best for Planning.' This will provide media companies, planners, and advertisers with a stronger basis for strategic media planning."
Frank Vogel, Managing Director of Ad Alliance, adds: "We’re excited to have brought Bauer’s inventory into AGF measurement so quickly. AGF provides a crucial foundation for reliable digital data, and with this expansion, we’re contributing to a market supported by valid and regularly published digital and cross-media data. This strengthens transparency across the media landscape."
Stefan Betzold, Chief Product Marketing Officer at Bauer Media Group, confirms:
"Reliable and consistently collected data is at the heart of successful digital marketing for us. By integrating our digital offerings into AGF measurement, we’re creating a clear and comparable data basis for our brands, one that improves market transparency and gives our advertising partners more precise tools for digital media planning."