CFlight – a major TV collaboration

15th June 2021

We’re proud to be a part of the new CFlight initiative – the industry’s first unified advertising metric that captures live, on-demand and time-shifted commercial impressions across all mainstream viewing platforms in the UK.

CFlight is a post-campaign online evaluation tool, using combined linear TV and broadcaster VOD (BVOD) data to show media buyers what the overall advertising exposure is for their TV campaigns.

Working alongside our technology partners at Peach, we’ve helped progress the initiative for our shareholder broadcasters ITV, SKY and Channel 4. Our contribution has enabled the common identification attribution of BVOD creative copy through our Attribution service.

According to Thinkbox’s research, in the UK, TV advertising across linear and BVOD accounts for 91% of all the video advertising people see. The launch of CFlight will be the first time that the overall reach and frequency of total TV can be measured in the UK, bringing more clarity to the impact of TV advertising investment as viewing redistributes across linear and on-demand.

We look forward to the launch in Q4 of 2021 and supporting exciting developments over the next few years.

Useful Thinkbox materials

If you have questions or want to know more about CFlight, Thinkbox hosted an ‘on demand’ session and have created a useful FAQs page that should tell you everything you need to know.