Data Provider / Broker · AdTech Vendor · vs · Data Provider / Broker · Publisher & Media Owner
AGF Videoforschung vs Kantar
Structured technology and market comparison · 2026
Direct Feature Comparison
AGF Videoforschung · vs · KantarGerman video audience measurement and planning data provider.
Market research and media measurement provider for enterprise marketers.
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Comparison Analysis
What is the main difference between AGF Videoforschung and Kantar?
When comparing AGF Videoforschung and Kantar, both platforms operate within the Measurement & Analytics Platform, Connected TV (CTV) & OTT, and Data Provider / Broker ecosystem. AGF Videoforschung is positioned as German video audience measurement and planning data provider, whereas Kantar focuses on Market research and media measurement provider for enterprise marketers. Decision-makers evaluate both solutions when orchestrating their commercial monetization and technology stack.
What are the top alternatives to AGF Videoforschung and Kantar?
When evaluating AGF Videoforschung and Kantar, enterprise buyers also consider other platforms in Measurement & Analytics Platform, Connected TV (CTV) & OTT, and Data Provider / Broker. You can discover the full competitive landscape and evaluate other alternatives by viewing their respective footprint profiles on Polaris7.
How do the corporate scale, structure, and headquarters of AGF Videoforschung and Kantar compare?
AGF Videoforschung is headquartered in DE (founded in 2017) with 10–49 employees. Kantar is based in GB (founded in 1994) with 201–500 employees. Complete ownership, subsidiary trees, and corporate affiliations are documented across Polaris7.
Market Signals
Recent Market Signals & Activity: AGF Videoforschung vs Kantar
Documented market movements, strategic partnerships, product releases, and regulatory developments mapped across Polaris7.
AGF Videoforschung
Recent Signals
- ·DWDLAudience Measurement
Streaming boosts 'Babylon Berlin', 'Sommerhaus', 'Love Island'
The AGF's September convergence ranking reveals significant streaming lifts for TV programs. 'Babylon Berlin' led with 1.21 million additional streaming viewers for its first episode, bringing the convergent total to 4.05 million. Reality formats saw even larger percentage gains: RTL's 'Sommerhaus der Stars' more than doubled its audience via streaming, and RTLzwei's 'Love Island VIP' saw its viewership more than triple for some episodes. Among 14-49 year olds, 'Sommerhaus' saw a fourfold increase, while 'Love Island VIP' saw up to a sixfold increase. The ARD documentary 'September' also gained 804,000 streaming viewers on top of 3.16 million linear viewers. Notably, a UEFA Champions League match on DAZN was measured convergently for the first time, reaching 725,000 viewers.
- AGF convergence ranking for September shows 'Babylon Berlin' leading with 4.05 million convergent viewers for its first episode.
- RTL's 'Sommerhaus der Stars' more than doubled its audience via streaming, averaging 1.98 million convergent viewers.
- RTLzwei's 'Love Island VIP' saw viewership triple or more for some episodes, with 560,000 streaming viewers vs. 230,000 linear for episode 3.
- ·DWDLTV Ratings / Broadcasting
Masked Singer Ratings Slightly Up Before Finale
The German TV show 'The Masked Singer' on ProSieben continues to underperform, with ratings slightly increasing one week before the finale. On the evening of October 14, 2026, only 850,000 viewers watched the show, including 190,000 in the 14-49 demographic, resulting in a 7.1% market share. In comparison, 'Galileo' on the same network had 170,000 young viewers. The most successful broadcaster for younger audiences that evening was Sat.1 with 'Promi Big Brother', attracting 390,000 viewers in the 14-49 group (12.3% market share). RTL's 'Mario Barth deckt auf' attracted 290,000 younger viewers (9.3%), while 'Stern TV' achieved 13.2% market share in the target demographic. ProSieben's prime time performance remains weak.
- 'The Masked Singer' on ProSieben had 850,000 total viewers and 190,000 in the 14-49 demographic on October 14, 2026.
- The show achieved only a 7.1% market share in the 14-49 target group.
- Sat.1's 'Promi Big Brother' was the most successful show among younger audiences with 390,000 viewers in the 14-49 group (12.3% market share).
- ·DWDLTV Ratings
ZDF Crime Drama Tops 7M Viewers, ARD Strong with Young Audiences
On October 5, 2026, the ZDF crime drama 'Nord Nord Mord' drew 7.07 million viewers, making it the most-watched program of the day with a 31.4% market share. The ARD's 'Tagesschau' followed with 4.12 million viewers. Among viewers aged 14-49, ARD performed strongly with 'Hirschhausen und der Darm' (10.3% share) and 'Die Tricks von dm und Rossmann' (12.2% share), outpacing ZDF's crime drama (9.0% share). The data comes from AGF Videoforschung.
- ZDF's 'Nord Nord Mord' attracted 7.07 million viewers on October 5, 2026, achieving a 31.4% market share.
- ARD's 'Tagesschau' reached 4.12 million viewers, ranking second for the day.
- Among viewers aged 14-49, ARD's 'Hirschhausen und der Darm' achieved a 10.3% market share, outperforming the ZDF crime drama's 9.0%.
Kantar
Recent Signals
- ·VideoWeekCommerce & Retail Media
Inside YouTube's Shoppability Push and Creator Commerce Strategy
In an interview with VideoWeek, Sophie Neary, Google's Managing Director for Retail and FMCG, detailed YouTube's shoppable commerce push. She highlighted the scale of shopping content on the platform, with over 40 billion views globally last year. The YouTube Shopping Affiliate Programme, launched in the UK, lets creators earn commission on products tagged in their organic videos, and has expanded to include Amazon joining in the US. The programme runs across screens including connected TV, where Google saw over a billion conversions in the last year. YouTube also introduced a 'Creator Partnership Boost' product, allowing retailers to co-fund and boost organic creator content. Neary emphasized the trust creators have with audiences, citing Kantar research from the UK, and the positive halo effect of combining brand and creator assets in Demand Gen campaigns, which drove over 15% more conversions.
- YouTube Shopping Affiliate Programme launched in the UK and expanded to the US, with Amazon joining.
- 40 billion views of shopping content were watched on YouTube globally last year.
- Google saw over 1 billion conversions from Connected TV ads in the past year.
- ·Modern RetailRetail Media
Target bets on TikTok brand Mellow Sleep to revive home sales
Target is revamping its home category by partnering with social-media-driven brands as part of its multi-year turnaround strategy. Mellow Sleep, a TikTok-famous brand launched in 2025, generated $130 million in its first year and over $300 million in its second. Its products will debut in 550 Target stores starting October 18, with a nationwide rollout by year's end. Target also reintroduced Simply Shabby Chic, launched a collaboration with Annie Meyers-Shyer, and cut private-label bedding prices by 15%. These efforts aim to reverse a three-year decline in home sales, which fell by $1.09 billion (6.5%) in fiscal 2025. Industry experts, including Kantar's Barry Thomas, emphasize the importance of maintaining brand presence in AI and social media results to influence consumer decisions.
- Mellow Sleep will be available in 550 Target stores starting October 18, with nationwide expansion by year's end.
- Mellow Sleep generated $130 million in revenue in its first year and over $300 million in its second.
- Target's home sales dropped by $1.09 billion (6.5%) in fiscal year 2025, the third consecutive year of declines.
- ·https://martech.org/feed/Measurement
Brand Measurement Needs a New Source of Truth
The article argues that traditional brand measurement, relying on surveys and panels from firms like Kantar, Ipsos, and NielsenIQ, suffers from information loss and unreliable human responses. It proposes augmenting these metrics with real-world behavioral signals, such as consumer search data, social media sentiment, e-commerce interactions, and even AI discovery responses. The author describes a model that uses AI to analyze unstructured data in real time, providing mental availability, perception, and commercial power metrics. An example client campaign shows how these augmented metrics provide near-real-time feedback, making brand budgets defensible sooner. The article concludes that brand measurement should move towards a multisource approach, integrating both traditional surveys and new AI-driven signals.
- Article published on MARTECH on October 8, 2026.
- Traditional brand measurement relies on firms like Kantar, Ipsos, and NielsenIQ using surveys.
- The article proposes augmenting brand metrics with AI-driven behavioral signals, such as search data, social sentiment, and e-commerce interactions.
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