Drugi jezik na kojem je dostupan ovaj članak: Bosnian
This year’s Media Measurement and Research Conference will be held on 8 November in Zagreb, Croatia, organized by ABC Croatia. Ten speakers will convey their expertise and present practical models of research in their countries, from the aspects of the user, the methodology and the organization. One of them will be Anke Weber, head of the AGF (German TV JIC) for the last 20 years.
When comparing products, that “Made in Germany” label always sounds better than “Country of origin PRC”. The German audience measurement is the same as the rest of their economy – they’ve been doing it for a long time, and they do it well. At the conference, German measurement system will be talked about by probably the most competent person for this role, Anke Weber, and as a teaser of what audience can expect, ABC Croatia asked Anke a few questions.
When did audience measurement start in Germany?
Continuous quantitative measurement of TV audience in Germany started on April 1, 1963. That year the second German public television started airing. Since then, audience measurement continuously developed. AGF, which was established in 1988 by two major public and two private television stations, adjusted the measurement system to the audiovisual market that is rapidly changing.
How many companies have conducted measurements since then?
Since 1963, a number of companies has conducted research of audience measurement. GfK SE implements AGF-tv panel since 1985. Measuring of desktop and mobile viewing for our video-streaming project is carried out by Nielsen since 2011. We also cooperate with other companies which research the market for audit services, statistical analysis and models. AGF software was developed by DAP GmbH.
Experts say that your measurement system is one of the most advanced and most complex measurements in Europe. Why?
Probably because of the structure of the German TV market that is very competitive with a large number of channels – private, public and pay TV. It demands much of the AGF as a supplier of standards based on which decisions are made, which should be suitable to all market participants. As with other markets, the German market is seeing faster technological changes that need to be covered by our system. The market – televisions, agencies and advertisers – requires a transparent, reliable and reasonable standard, and our primary goal is to provide them that. Therefore, the AGF is organized as a JIC, while integrating all of the aforementioned market participants.
What else will the conference participants hear from you?
I’ll talk about novelties in our latest project: the establishment of a “mega-panel” for complete standard of video viewers. Although the concept seems simple – a complete standard of video viewers is a process devised in a very detailed manner. It consists of various components: the existing TV panel, existing desktop panel, mobile panel (which is currently being formed) and other data sources that are all converging on our path to a complete standard of video viewers. I’ll lead you through the various steps and give an overview of the future development of our system.