Germany's TV Ratings Overhaul Arrives in 2028

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.