CFlight is to become a joint-industry campaign-reporting service overseen by buyers and sellers of advertising.
Developed by Sky Media, ITV Media and 4 Sales in the UK, CFlight is a post-campaign validation tool that provides the total reach and frequency of ad campaigns across all viewing platforms. Since its beta launch in March 2022, CFlight has reported de-duplicated reach and frequency for campaigns aired on both linear and BVOD services.
As of next January, Barb Audiences Limited will take on the governance of CFlight.
CFlight is complementary to Barb’s Advanced Campaign Hub, which provides pre-campaign planning analysis across linear channels and BVOD [Broadcast Video on Demand] services, including budget optimisation. Together, these audience-reporting tools enable media buyers to conduct end-to-end analysis of total campaign performance across linear channels and BVOD services.
Access to CFlight will remain unchanged with all buyers of linear and VOD campaigns have access to their own CFlight reports; the top 35 media agencies have direct access to the CFlight portal, with smaller agencies gaining access via their sales houses.
“Justin Sampson, Chief Executive, Barb Audiences Limited said: “The evolution of CFlight into a joint-industry service, overseen by both buyers and sellers of advertising, is an important moment. Complemented by the Advanced Campaign Hub, Barb’s total campaign audience reporting will not only cover all major BVOD services, but can also be extended to include pure-play streaming services that are committed to being measured and reported by Barb.”
It’s now planned to expand the number of services included in CFlight and the Advanced Campaign Hub. Any VOD or streaming service that is a full Barb licensee will be able to participate on the same terms as existing participants. In recent years, Disney+ and Netflix have become Barb licensees.
