Frankfurt/Hamburg, April 27, 2015 – The German TV Audience Research Association (Arbeitsgemeinschaft Fernsehforschung, AGF) is going to start including YouTube results in its purview. This will be the first integration of its kind in the world and its goal is to identify convergent net coverage for television and online video, taking YouTube and other online moving‐ image providers into account. AGF's globally unique study concept is expected to show its first results in 2015.
Online video is increasingly relevant to media usage, particularly given the wider pervasiveness of screens and mobile devices. At the same time, the moving‐image market is becoming more and more diversified: Apart from the content supplied by traditional television providers, a growing number of video portals and streaming channels are also entering the market. In light of this continually expanding diversity, the German Advertisers Association (OWM) is pressing for a uniform cross‐media standard for assessing performance.
According to Uwe Storch [pictured], OWM representative on the AGF board, acting president of the OWM board, and Head of Media at Ferrero, "For advertisers, it is imperative that moving‐image measurement be integrated into the AGF system for today's campaign planning. " Paraphrasing a well known line, he says that, "Everything has to change including structures, partners, and methods ... so that things can stay the same: As a joint industry com mittee (JIC), the AGF wil ensure a common moving‐image standard. This pioneering collaboration can create the necessary foundation." Download Full Press Release