GfK's German TV Contract Gets Another Seven Years

In a contract worth more than EUR 90 million, GfK Fernsehforschung has been appointed to measure TV ratings in Germany on a continuous basis for a further seven years by AGF, an association of the four major German broadcasters.

AGF (Arbeitsgemeinschaft Fernsehforschung) includes ARD, ProSiebenSat.1, RTL and ZDF. The contract with GfK Fernsehforschung is now in its fifth consecutive term, begins on 1 January 2005 and will run at least until 31 December 2011. AGF will then have the option of extending the contract for another two years until the end of 2013.

The contract also contains regulations as to how the research system should be further developed in future, bearing in mind the anticipated changes in the broadcasting and receiving of TV channels and their services.

The panel will operate exactly as before, but new software to be available from mid-2006 will enable TV stations, marketers, advertising agencies and advertisers to analyze TV usage data, and new metering technology is planned from 2007.

According to Michael Darkow, Managing Director of GfK Fernsehforschung, 'We are delighted to be able to continue to use and develop the best TV research system in the world together with AGF. AGF and GfK Fernsehforschung will take care to ensure that any innovations to the system will promote continuity and exclude undesirable system interruptions'.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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