TV audience research measurement
Every morning, the moment of truth dawns in Germany for TV program makers, producers, heads of media in the branded goods industry and planners and buyers at advertising and media agencies. Everyday, before 09.00 a.m. , GfK Fernsehforschung supplies TV audience research data for the programs broadcast the day before. The GfK data collected daily provides information on all types of TV usage and on all stations which can be received in Germany in a sample which is representative of the territory and population.
No other medium can document its performance as quickly, reliably and verifiably as TV. The results provide valuable insight into the level of performance of TV stations and their programs.
Since the start of continuous electronic TV audience measurement in Germany , that is since the launch of the ZDF, the second German public service channel in 1963, the program providers have organized themselves as a partnership (Auftraggebergemeinschaft). In the mid eighties, the TV landscape was broadened with the addition of the private stations. The public service stations and private stations subsequently joined together in 1988 to form "Arbeitsgemeinschaft Fernsehforschung" (AGF – Television Research Partnership of German broadcasting companies ARD, ProSiebenSat.1 Media AG, RTL and ZDF).
The data collected by GfK Fernsehforschung is supplied exclusively to AGF as the client. The data usage rights therefore lie with AGF. However, AGF grants licenses to other stations to use the data. In addition, AGF supplies agencies and advertising with ratings data on the basis of an advertising customer subscription.
All major decisions on issues of methodology relating to the research system are made by the Technical Commission set up by the AGF. This is made up of the client stations, their licensees, the advertising agencies and advertisers as well as marketeers. This Joint Industry Committee, which comprises all the market partners, guarantees joint methodological control so that the TV usage data collected by GfK/AGF functions as a common currency in the market. This means transparency and comparability – two prerequisites essential for reliable media planning.
Sigrid Klein
Tel. +49 (0)911 395-2440
Fax +49 (0)911 395-2686
sigrid.klein@gfk.com