“Working with major media agencies in anticipation of the upfront TV ad market, NBCUniversal has come up with what it says is the industry’s first unified advertising metric — measuring all live, on-demand and time-shifted commercial impressions on every viewing platform,” MediaPost reports. “Called CFlight — seemingly riffing on Nielsen’s C3/C7 metric — it will measure a marketer’s campaign of TV advertising exposures within full episodes of shows across all screens.’
NBC reportedly worked with media agencies including Group M, Magna, and Omnicom Media Group during the past several months to develop the metric.
“CFlight will be offered as a single audience guarantee, based on specific demographic impressions on average commercial minute ratings,” MediaPost reports. “This will include live and delayed TV viewing, VOD, OTT, desktop and mobile. Data will be incorporated from what NBC says is the best measurement by platform — from Nielsen, comScore, Moat and others.”
The report quotes Dan Lovinger, executive vice president of the NBCU sports advertising sales group, saying the key to the new measure is that “an ad [commercial] doesn’t get counted unless it is fully watched. We are holding ourselves to a higher standard. We think this will push others to come to a more credible standard.”