July 10, 2026

HbbTV launches Audience Measurement Group to accelerate innovation across the TV ecosystem

The HbbTV Association has set up its new Audience Measurement Group (AMG), marking the first of three new Application Interest Groups (AIGs) established following the approval of the Association’s new membership framework at the General Assembly in June 2026.

The creation of the AMG reflects the growing importance of audience measurement within the connected television ecosystem and HbbTV’s increasing role in enabling more accurate, comprehensive and privacy-conscious measurement solutions.

A new collaborative forum for application innovation

Application Interest Groups are a new type of HbbTV working group designed to bring members together around specific application domains where HbbTV technology is playing an increasingly important role.

Unlike the Association’s core technical working groups, AIGs operate as collaborative discussion forums that focus on sharing implementation experience, developing best practices and encouraging market adoption. Where appropriate, they can also generate recommendations for future enhancements to HbbTV specifications through the Association’s established standards process.

Importantly, Application Interest Groups are open to members across all membership categories, including the recently introduced Small Member and Associate Member tiers, providing broader opportunities for participation across the industry.

Supporting the future of audience measurement

Television audience measurement is evolving rapidly as viewing habits become increasingly hybrid and addressable advertising gains momentum. HbbTV’s open standards provide significant opportunities to improve the reliability, completeness and granularity of audience measurement while supporting emerging use cases such as advertising measurement for targeted television services.

The Audience Measurement Group has been established to enhance, facilitate and promote the adoption of HbbTV-based audience measurement throughout the broadcast and advertising ecosystem.

The group’s work will focus on four key areas:

• Providing a forum for discussion and experience sharing between organisations developing or deploying HbbTV-based audience measurement solutions.
• Producing practical guidance and white paper-style publications to support organisations planning or implementing audience measurement services.
• Identifying gaps in existing specifications and feeding recommendations into HbbTV’s Requirements and Specification Group for consideration.
• Exploring the creation of an open-source HbbTV Audience Measurement project that could make reference implementations and relevant software available to the wider industry.

Leadership and next steps

Vincent Grivet (Chair, HbbTV Association) will serve as the initial Chair during the launch phase to help establish the group and ensure continuity. A senior executive from a leading international audience measurement organisation has already expressed interest in taking on the permanent chairmanship, with an election expected during one of the group’s early meetings.

The first three AMG meetings have been scheduled for:

• 8 September 2026 – Initial Meeting (09:00–10:00 CEST)
• 22 September 2026 – Initial Meeting (09:00–10:00 CEST)
• 6 October 2026 – Initial Meeting (09:00–10:00 CEST)

Early interest in the initiative has been strong, with several major organisations involved in audience measurement, addressable advertising and advanced advertising already indicating their intention to join HbbTV as Associate Members and participate in the group.

Members wishing to participate can register through the AMG dashboard on the HbbTV member portal, where the draft Terms of Reference and meeting calendar are also available. The launch of the Audience Measurement Group represents an important step in expanding HbbTV’s collaborative activities beyond specification development and strengthening the ecosystem around one of the television industry’s fastest-evolving application areas.

Organisations that are not yet HbbTV members but would like to participate in the Audience Measurement Group are encouraged to contact the HbbTV Association to discuss membership. The Association’s recently introduced Associate Member and Small Member tiers have been designed to make it easier for a wider range of organisations, including audience measurement companies, advertising technology providers, broadcasters, research organisations and smaller technology companies, to engage with HbbTV’s collaborative activities. These new membership options provide an accessible route to joining the Application Interest Groups and contributing to the future development of HbbTV-enabled services.

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Further reading

The launch of the Audience Measurement Group builds on the significant industry interest demonstrated during the HbbTV Association’s webinar on audience measurement, which explored real-world deployments across Spain, Austria and the UK. The session examined how HbbTV complements traditional panel measurement with census-level data, enabling more accurate ratings, richer analytics and improved advertising measurement.

To learn more:

• Watch the webinar in full here and access the presentations here.
• Read the companion article: Audience measurement and analytics with HbbTV: From panels to precision

This additional content provides valuable background for organisations considering participation in the Audience Measurement Group and highlights the growing momentum behind HbbTV-based audience measurement across Europe.

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Explore the Application Interest Groups

The Audience Measurement Group is the first of three new Application Interest Groups (AIGs) launched by the HbbTV Association. Together, these groups provide open forums where broadcasters, technology providers, advertisers and platform operators can collaborate on emerging application areas, share implementation experience and help shape the future evolution of HbbTV.

Audience Measurement

As television viewing becomes increasingly fragmented across broadcast and IP delivery, the Audience Measurement Group focuses on how HbbTV can enable more accurate, scalable and privacy-respecting audience measurement. The group brings together broadcasters, audience measurement organisations and technology providers to share best practice, develop implementation guidance and identify future standardisation opportunities.

Addressable Advertising

Addressable advertising is one of the fastest-growing opportunities for broadcasters. This group explores how HbbTV can support targeted advertising across both linear and on-demand television, helping broadcasters, advertising technology providers and platform operators develop interoperable solutions, exchange implementation experience and promote industry best practice.

Identity & Consent

As connected television services become increasingly personalised and data-driven, effective identity management and user consent are essential. This group provides a forum for discussing practical, GDPR-compliant approaches to identity, authentication and consent management within HbbTV services, supporting trusted and privacy-conscious viewer experiences.

Find out more about all three Application Interest Groups: HbbTV Application Interest Groups