Broadcasters Sky, Channel 4 and ITV are working together on the TV industry’s first unified advertising metric that captures live, on-demand and time-shifted commercial impressions across all mainstream viewing platforms in the UK.
CFlight is a post-campaign online evaluation tool, which uses combined linear TV and broadcaster VoD (BVoD) data to show media buyers how well their campaign has done.
Originally developed by NBCUniversal, CFlight was originally adopted in the UK by Sky after it was bought by parent company Comcast. The broadcaster has now worked with its terrestrial partners to develop a version that works for all three.
CFlight in the UK is founded upon BARB’s linear TV impacts derived from its ‘gold standard’ viewing panel, and BVoD impressions from broadcaster ad servers. The data methodology and process will be audited by ABC.
According to the three partners, the launch of CFlight is the first time that the overall reach and frequency of total TV can be measured in the UK, offering greater clarity on the impact of TV advertising investment as viewers watch both linear and on-demand services.
At launch the broadcasters covered by CFlight will include ITV, Channel 4, Sky, UKTV, STV, Channel 5, Discovery, Viacom and the majority of Sky-sold channels. BT Sport will be incorporated into CFlight in a subsequent phase in 2022.
In a statement, Tim Pearson, MD of Sky Media UK, Veriça Djurdjevic, Channel 4’s chief revenue Officer, and Kelly Williams, managing director, Commercial, ITV, said: “CFlight’s launch will be a pivotal moment for the TV ad industry, proving the power of TV advertising across linear and broadcaster VoD for the first time. The result of major collaboration, it will provide a pioneering, simple and much-needed new unified metric to demonstrate the significant, growing value of BVoD, and we’re excited for its continued evolution.”