CFlight, the development in post campaign reporting the TV industry has been waiting for

Laura Behan, Deputy Head of AV


I attended the introduction session to CFlight last week, hosted by Thinkbox. ITV, Channel 4 and Sky came together to share the first ever cross broadcaster reach & frequency reporting tool. Having worked in the industry for over 10-years I was excited to hear what they had to present and I am still excited to see the tool in action later this year.

But what exactly is CFlight?

The tool will post-campaign report live, on-demand and time-shifted commercial impressions across all three major broadcasters and some smaller stations accounting for nearly 98% of all TV viewing. If a brand has a campaign active across ITV linear, ITVHub, All4 and Sky on Demand then at the end of the campaign, we can for the very first time. say how many people were exposed to the campaign and how many times.

This is a game-changer in the media industry. According to Thinkbox research 91% of all video advertising comes from TV, a mixture of linear and on-demand. With TV accounting for such a high % of our video consumption we can now showcase the continued mass reach TV can deliver for brands in its entirety.

TV planners can now confidently plan both linear and on-demand campaigns based on a cross-broadcaster and independently verified (via RSMB) measurement tool. Agencies will be able to adapt plans based on changing viewing behaviour and confidently speak to clients on the added benefits (if the tool showcases this) of on-demand viewing in the current TV viewing landscape.

This is an on-going project and the first stage of the tool will be released in Autumn this year with a limited view of reporting against adults only. A second wave is likely to be released early 2022 which will include other key audience groups. Even with its limited audience segment at launch, as a TV specialist I am eager to start using the tool and showcase its post-campaign measurement benefits to our clients.