Observed Signal · Sep 18, 2026 · Corporate Update · Source: AGF Videoforschung · Impact: 4/5
AGF stellt umfangreiches System-Upgrade für die Bewegtbildmessung vor
AGF Videoforschung announced a comprehensive upgrade of its moving-image measurement system at the AGF Forum 2026 in Frankfurt on September 17, 2026. The new architecture, planned to take effect from 2028, comprises five connected components: return-channel data integration, standalone Connected TV measurement including co-viewing, a virtual panel, a new digital data model, and crossmedia campaign measurement. The Forum also featured a live demonstration of AI-generated content and ad fraud as well as the study 'Bewegtbild 2030'. Amazon's Prime Video has been measured in the AGF system since November 2025, with live sports added since June 2026, making Amazon the first global streaming provider to adopt the AGF standard.
This announcement defines the future measurement standard for Germany's converging linear TV, streaming, and connected TV markets. The planned integration of return-channel data, a virtual panel, and crossmedia campaign measurement strengthens AGF's role as market infrastructure for advertising investment decisions.
Track AGF Videoforschung Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your Polaris7 workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- AGF Videoforschung announced a five-component system upgrade for moving-image measurement at the AGF Forum 2026 in Frankfurt on September 17, 2026; the press release was published on September 18, 2026.
- The upgrade components are: integration of HbbTV return-channel data, a standalone Connected TV device category including co-viewing, a virtual panel of around 800,000 synthetic cases, a new digital data model, and Crossmedia Campaign Measurement.
- Amazon's Prime Video ad-supported VOD offering has been measured in the AGF system since November 2025; since June 2026, live sports events are also included, making Amazon the first global streaming provider measured according to AGF criteria.
- According to an analysis by fraud0, the share of invalid traffic rose from 21.31% in Q4 2024 to 46.18% in Q2 2026, an increase of 116% within 18 months.
- The study 'Bewegtbild 2030' was based on secondary analyses, AGF data, qualitative C-level interviews, and an online survey of 6,027 people.
- The roadmap foresees 2027 as a transition and test year; from January 2028, the new data basis could become the sole standard.
Connected Companies & Entities
“AGF is the neutral moving-image research company in Germany that announced the five-component system upgrade at its AGF Forum 2026.”
“fraud0 provided analysis cited at the forum showing invalid traffic rising from 21.31% in Q4 2024 to 46.18% in Q2 2026.”
“pilot conducted the study 'Bewegtbild 2030' using secondary analyses, AGF data, qualitative C-level interviews, and an online survey of 6,02...”
“YouTube's Dirk Bruns participated in the closing panel discussion and acknowledged AGF as the standard for moving-image measurement in Germa...”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Telekom Media Chief: Market's Biggest Weakness is Silos
In an interview with MEEDIA, Daniel Jäger, Head of Group Media at Deutsche Telekom, discusses the weaknesses of the advertising market. He criticizes the silo mentality where each channel is measured and optimized independently, which prevents advertisers from having control over their investments. Jäger advocates for a cross-channel approach that plans and controls reach and impact across all channels together. He praises initiatives like the AGF's unbiased cross-channel measurement approach and the ability to measure attention at the campaign level. His vision for the future includes a cross-channel cockpit that shows who is reached, how often, and the impact achieved, helping to allocate the next euro most effectively. He emphasizes that the ideal campaign is human-centric, orchestrating contacts across channels to create a combined impact, and that advertisers need transparency and comparability, not more data silos.
WDR Celebrates Strong TV Ratings on German Carnival Kickoff
On November 11, 2026, WDR Fernsehen achieved notable television ratings, becoming the most successful public broadcaster (Drittes Programm) in Germany on that day. The Cologne carnival session opening broadcast reached 15.8% market share in North Rhine-Westphalia and 5.4% nationally, with strong young audience engagement (5.9% among 14-49-year-olds). The evening programs 'Aktuelle Stunde' and 'Lokalzeit' garnered over one million viewers nationwide, with 'Lokalzeit' achieving an outstanding 33.9% market share in NRW. The prime-time show 'Filmriss' with Volker Weininger also performed well, achieving 11.5% market share in NRW and ranking ahead of ProSieben, Vox, and RTLzwei nationally. The data, sourced from AGF, underscores the strong regional appeal of carnival programming in Germany.
Receive all future signals for AGF Videoforschung & competitors in your briefing
Never miss material M&A deals, leadership changes, account wins, or product rollouts. Polaris7 monitors 20,000+ primary sources 24/7, delivering verified telemetry directly into your executive briefing.