NBCUniversal introduced CFlight, which is a unified advertising metric that measures live, on-demand, time-shifted commercial impressions in each viewing platform.
The aim of the new measurement is to provide advertisers an extensive perception of how their marketing campaigns are performing regarding to different cases.
NBCUniversal entertainment ad sales EVP Mark Marshall, said:
What was television three years ago is still television, but it’s being delivered in different ways. CFlight is our attempt to have a new form of measurement for the new ways that people are consuming our content.
Linda Yaccarino, Chairman of Advertising & Client Partnerships at NBCUniversal added:
As our industry questions the strength of digital-first advertising, we are guaranteeing that campaigns running around NBCUniversal content, regardless of platform, are reaching true, valuable audiences at scal.
According to NBCUniversal, CFlight is the industry’s first cross-platform advertising metric that only counts digital impressions viewed to completion, and it is a move aiming to enable brands to hold digital to the same high standards of TV.
The leading media and entertainment company has worked with several media agencies including Group M, Magna and Omnicom Media Group on CFlight so far.