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NBCU’s CFlight Launches In UK In Partnership With Sky, ITV, Channel 4

Y2kTheNewOldies

Y2kTheNewOldies

NBCU's CFlight Launches In UK In Partnership With Sky, ITV, Channel 4

TV broadcasters Sky, ITV and Channel 4 have today announced they are working together to launch CFlight, the industry’s first unified advertising metric that
tvnewscheck.com tvnewscheck.com

TV broadcasters Sky, ITV and Channel 4 have today announced they are working together to launch CFlight, the industry’s first unified advertising metric that captures live, on-demand and time-shifted commercial impressions across all mainstream viewing platforms in the U.K.

The U.K.’s CFlight is a post-campaign online evaluation tool, using combined linear TV and broadcaster VOD (BVOD) data to show media buyers what the overall advertising exposure is for their TV campaigns, notably reach and frequency metrics.

CFlight was initially developed by Comcast-owned NBCUniversal in the US in 2018 and continues to underpin ongoing currency measurement across NBCUniversal’s One Platform. Sky (also Comcast-owned) then adapted the CFlight standards and methodology for the UK media marketplace to reflect its own portfolio, before working in conjunction with Channel 4 and ITV on a pan-broadcaster version.
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