UK broadcasters collaborate to launch CFlight, a total TV advertising campaign measurement tool with methodology designed by RSMB
June 9, 2021

UK 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 UK. RSMB is delighted to have been commissioned to design the calculation methodology, having successfully developed a similar macro solution for Sky's linear and BVOD services.

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. In the UK, TV advertising across linear and BVOD accounts for 91% of all the video advertising people see. The launch of CFlight will be the first time that the overall reach and frequency of total TV can be measured in the UK, bringing greater clarity to the impact of TV advertising investment as viewing redistributes across linear and on demand.

The first phase of CFlight will combine linear TV advertising impacts, as measured by BARB, with census level BVOD delivered impressions provided by each sales house. This will give total reach and frequency exposure counts at a broad audience level (Adults). Regular upgrades are planned in 2022 and beyond to add key demographic audiences as well as greater flexibility and functionality.

CFlight will be made available at no cost to agencies that run BVOD advertising campaigns, via a dedicated site hosted by TechEdge. Features include:

  • Combined impacts/impressions across linear and BVOD
  • Cover and frequency across linear and BVOD campaigns
  • Comprehensive exposure measurement across devices, platforms and apps
  • Ambition to only measure 100% completed impressions as soon as technically possible
  • Reports will be back-dateable to 1st January 2021

See the full Sky Media press release.