NBCUniversal Unveils Industry’s First Cross Platform, Unified Advertising Metric Measuring Viewership Across Entire Linear and Digital Portfolio

 Linda Yaccarino

Linda Yaccarino

NEW YORK, April 5, 2018NBCUniversal today announced the industry’s first unified advertising metric, measuring all live, on-demand and time-shifted commercial impressions on every viewing platform. Called CFlight, the new metric delivers NBCUniversal’s advertising clients the most comprehensive representation of their marketing campaign’s advertising exposures within full episodes of shows across all screens. Additionally, NBCUniversal will use this metric to create a new currency, guaranteeing campaign performance in the company’s programming, especially where significant audience consumption is on digital platforms.

This impressions-based metric will be based on a composite score developed from independent, third party sources to equate linear and digital media viewing. With this unified advertising metric, NBCUniversal is raising the bar for the industry and creating the industry’s first cross platform advertising metric that only counts digital impressions that are viewed to completion. By doing this, NBCU is addressing marketers’ objective of holding digital to the same high standards that television currently delivers on. Additionally, like TV, the new digital impressions metric will include co-viewing on platforms where it is measurable.

“Consumer behavior has changed the way our content is consumed, and it’s time for metrics to catch up and show the true power of premium video,” said Linda Yaccarino [pictured], Chairman, Advertising and Client Partnerships, NBCUniversal. “Using the Olympics to measure all screens and provide an accurate count of our audiences was just the beginning. 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 scale.” More...