Sky takes up NBCU’s CFlight TV advertising metric

CFlight uses measurement sources including Nielsen in the U.S. and BARB in the U.K. In both the U.S. and U.K. (Sky)

Sky today announced that it is adopting NBCUniversal’s CFlight cross-platform advertising metric, giving the product its first international launch.

CFlight is a unified advertising metric that captures live, on-demand and time-shifted commercial impressions on every viewing platform. The metric is already being used in the U.S. by Viacom, and it will now roll out to Sky Media in the U.K. in the fall and further expand across Sky’s European territories in 2020.

“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,” said Kavita Vazirani, executive vice president of insights and measurement at NBCUniversal, in a statement.

“Sky offers viewers the ability to watch all their favorite programs 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 of Sky Media UK, in a statement. "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."

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CFlight uses measurement sources including Nielsen in the U.S. and BARB in the U.K. In both the U.S. and U.K. CFlight is able to measure and leverage distributed platforms in digital and support any commercial impression, regardless of the delivery mechanism.

The CFlight announcement comes shortly after Sky and NBCUniversal announced AdSmart, a global advanced advertising platform that will combine solutions and tech from both companies. NBCU’s Audience Studio advanced targeting solutions will be a part of the offering alongside Sky's addressable advertising tools. The companies are promising addressable advertising that can target ad delivery on the household level, digital advertising and contextual alignment.