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Sky adopts NBC’s advertising metric

CFlight will be adopted in the UK in the autumn

Sky is to adopt NBCUniversal’s advertising metric CFlight across all Sky Media content and platforms.

CFlight will be adopted in the UK in the autumn and then rolled out to other Sky territories in 2020. It is the industry’s first unified advertising metric that captures all live, on-demand and time-shifted commercial impressions on every viewing platform and ensures every impression counts.

NBCUniversal has stressed that Sky will continue as a shareholder and champion of BARB in the UK and Ireland. In addition, Sky’s commitment to building the BARB Dovetail capability across all broadcaster content “remains as strong as ever.”

CFlight was created by NBCUniversal in response to changing audience viewing habits. It uses the industry’s leading measurement sources, including Nielsen in the US, BARB in the UK, to provide marketers with one measurement that encompasses all types of viewing, from OTT co-watching to linear and beyond.

“The consumer appetite for premium video content is stronger than ever,” said Kavita Vazirani, executive vice president of Insights & Measurement, NBCUniversal. “Global consumers aren’t going back in time. They are watching premium video across a wide range of screens, and it’s imperative that the industry comes together and develops new measurement to match. We’re thrilled that Sky Media is adopting CFlight and joining NBCUniversal in the mission to show brands the true value of taking their message to the content fans love on all platforms.”

“Sky offers viewers the ability to watch all their favourite programmes live, on-demand, via catch-up, at home in front of the TV or on their mobile while on the go,”said John Litster, managing director, Sky Media UK. “Now with CFlight, we can give advertisers consistent, accurate measurement across all platforms and types of viewing – a first for the UK. We also continue to support the mission of BARB in the UK to deliver an industry-wide view.