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. […]

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. […]

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 […]