CFlight takes off as Sky global video measurement standard
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Joseph O'Halloran
| 01 May 2019

NBCUniversal has expanded the reach of its CFlight unified advertising metric with its adoption by pan-European pay-TV provider Sky.

The solution is said to be the industry’s first that captures all live, on-demand and time-shifted commercial impressions on every viewing platform, ensuring every impression counts.

The new deal will see Sky adopt the next-generation metric across all of Sky Media’s content and platforms. The roll out will begin with Sky Media in the UK in the Autumn, with further expansion across Sky’s European territories in 2020.

Launched in 2018, CFlight was created by NBCUniversal in response to continuously shifting audience viewing habits. Because it felt that US legacy metrics were unable to accurately capture impressions, NBCUniversal said that it set out to create the next generation of measurement, one that meets global consumers where they are and accurately reflects the way they consume and engage with content.

With the new announcement, following the news of NBCUniversal and Sky taking the first step toward creating a unified global premium video offering with the expansion of AdSmart, NBCUniversal believes that CFlight is bringing the industry closer to a global standard in measurement.

“The consumer appetite for premium video content is stronger than ever,” said Kavita Vazirani, executive vice president of insights and measurement, NBCUniversal (pictured). “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.”

“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,” added 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.”