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# Germany's TV Ratings Overhaul Arrives in 2028
- URL: https://scrolletta.com/2026/09/17/germanys-tv-ratings-overhaul-arrives-in-2028/
- Published: 2026-09-17T07:03:00.000Z
- Updated: 2026-09-23T03:28:41.000Z
- Description: AGF Videoforschung announced a comprehensive upgrade to Germany's television measurement system at its annual forum in Frankfurt on September 17.
- Author: Scrolletta
- Tags: Buyers, AGF Videoforschung, #pool-2026-09-18, #ai-generated

AGF Videoforschung announced a comprehensive upgrade to Germany's television measurement system at its annual forum in Frankfurt on September 17\. Starting January 2028, after a parallel testing year, the new system will integrate HbbTV return-path data from roughly 3.4 million devices with the existing panel, measure Connected TV as a standalone device category including co-viewing, deploy a virtual panel of 800,000 synthetically generated cases, and enable crossmedia campaign measurement across channels. AGF CEO Kerstin Niederauer-Kopf called the hybrid approach "by far the biggest change in TV measurement." Amazon Prime Video became the first global streaming provider measured under AGF standards in November 2025.

**Primary**: [AGF Presseportal, AGF Forum 2026](https://www.presseportal.de/pm/105855/6354852?ref=scrolletta.com)

**Trade**: [DWDL](https://www.dwdl.de/nachrichten/107898/agfankuendigung%5Fdie%5Fgrosse%5Fquotenrevolution%5Fkommt%5F2028/?ref=scrolletta.com)