Sky is to adopt NBCUniversal’s CFlight as its metric across all of Sky Media’s content and platforms.
It’s designed to capture all live, on-demand and time-shifted commercial impressions on every viewing platform.
The aim is to develop a global standard in measurement. It will roll out on Sky Media in the UK this autumn and will be rolled out across Sky’s European territories during 2020.
“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.”
CFlight was launched by NBC in 2018 amid concerns US metrics were unable to capture impressions. Sky itself continues to be a shareholder and champion of UK audience measurement organisation BARB and its Dovetail platform to measure online viewing.
“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.”
CFlight uses the industry’s leading measurement sources, including Nielsen in the United States and BARB in the UK.
