Advanced Television


Barb outlines CFlight upgrade; hires Vannini

Barb has outlined a timetable for the next major upgrade to CFlight: the availability of 14 widely-used traded audiences to enable buyers to assess campaign performance across these audiences. This month, Channel 4, ITV and Sky have begun to provide traded-audiences data for ingestion into CFlight, and alongside RSMB, will be testing the campaign results. […]

November 22, 2023

Barb to assume governance responsibility for CFlight

Barb, the industry’s standard for analysing what people watch, has announced that it is to assume governance responsibility for CFlight from January 2024. 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. […]

September 6, 2023

UK TV broadcasters unify ad metrics

TV broadcasters Sky, ITV and Channel 4 are working together to launch CFlight – a unified advertising metric that captures live, on-demand and time-shifted commercial impressions across all mainstream viewing platforms in the UK. The UK’s CFlight is a post-campaign online evaluation tool, using combined linear TV and broadcaster VoD data to show media buyers […]

June 9, 2021