Webinar: Taking Audience Measurement to the Next Level with HbbTV

This webinar provides an update following our March 2026 session on audience measurement with HbbTV, bringing fresh insights and perspectives on the latest developments and new opportunities – from the integration of HbbTV return-channel data into Germany’s national TV measurement system to new approaches for measuring viewing on connected TVs.

Agenda & Speakers

Welcome and introduction
Jörn Krieger, Journalist
Moderator

HbbTV and Germany’s national TV measurement system: From PoC to integration
Kerstin Niederauer-Kopf, CEO, AGF

• Experiences from the PoC integrating HbbTV data into panel-based audience measurement
• Challenges and lessons learned
• Next steps towards implementation
• HbbTV integration into Germany’s national TV measurement system from 2028

HbbTV audience measurement as a driver for advertising and revenue growth
Atila Madakbas, Founder & CEO, Admongrel

• HbbTV measurement and analytics in the MENA market
• Tools for broadcasters to understand audiences and improve monetisation
• Opportunities for addressable advertising and revenue growth

Measuring audiences on connected TVs: The satellite operator perspective
Michele Gosetti, VP Sports & Events and New Media, SES

• How audience measurement is evolving beyond traditional approaches
• Using HbbTV on connected TVs to gain more timely and granular viewing data
• Experiences and opportunities from a satellite operator’s perspective

Building the Future of Media Measurement: Why HbbTV Matters
Stefan Schütz, Product Director, NIQ Media Measurement

• The transformation of audience measurement in a converged media landscape
• NIQ’s vision for future-ready media measurement
• HbbTV as a bridge between broadcast and digital measurement
• Industry collaboration through the HbbTV Association
• The strategic role of the Audience Measurement Group

Joint Q&A with the audience
All speakers, moderated by Jörn Krieger

Replay
The recording of the live session is available here.

PDF presentation downloads
Kerstin Niederauer-Kopf (AGF)
Atila Madakbas (Admongrel)
Michele Gosetti (SES)
Stefan Schütz (NIQ Media Measurement)