Connected TV

British Broadcasters Adopt NBC Universal's Unified Advertising Metric CFlight

ITV, Sky and Channel 4 will now adopt the campaign measurement tool

television remote control changing channel — Measurement tool Cflight will be adopted by Channel 4, ITV and Sky.Photo by Jonas Leupe on Unsplash

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British TV broadcasters ITV, Sky and Channel 4 have partnered to offer a unified advertising metric that will run across their digital viewing platforms through NBC’s campaign measurement tool Cflight.

Created by Comcast-owned NBCUniversal in 2018, the measurement was a response to the growing increase of on-demand viewing that legacy metrics were proving unable to monitor. Sky adopted the measurement in May 2019, but now ITV and Channel 4 have also confirmed their uptake.