YouTube to be included in German TV ratings measurement

YouTube has made it into the mainstream… at least in Germany where television research working group AGF says it will begin including data from YouTube in its figures.

AGF said it will be able to provide convergent TV and online video usage figures – which it will publish later this year — through the integration of YouTube and other video platforms.

The move shows just how important – and how common – consumption of media on multiple screens has become.

YouTube is estimated to get more than a billion video views per day worldwide.

German advertiser group OWM had reportedly been pushing for a unified cross-media standard for the measurement of media consumption.

AGF commissioned research firm GfK to measure TV consumption. For online content, data from a Nielsen online panel as well as GfK’s cross-media panel will be combined, with an eye toward integrating other external data in the future.

Germany isn’t the first country launching a program to include online video in TV ratings. More than a year ago, the Netherlands announced plans to measure TV, Internet and mobile devices. “VideoTotal,” under the auspices of Kantar Media, debuts in September.

Public broadcasters ARD and ZDF, and commercial broadcast companies RTL Group and ProSiebenSat1 are shareholders in AGF.

Stay tuned.

Jim O’Neill is Editor of Videomind and Principal Analyst at Brightcove. You can follow him on Twitter @JimONeillMedia and on LinkedIn