Barb appoints insight consultancy to enhance CFlight

Barb, the TV audience measurement body, has appointed insight consultancy BVA BDRC to carry out a study to help shape the future of CFlight.

CFlight is the UK’s first unified TV advertising metric for linear and VOD services without duplicating audiences and its methodology uses a combination of device and panel data.

It was developed by Sky Media, ITV Media and 4Sales in 2021, after the initiative was created by Sky’s Comcast sibling NBCUniversal in 2018. Barb took over governance responsibility for CFlight in January.

BVA BDRC has been tasked with carrying out the Landscape Study with 8,000 nationally representative interviews with adults aged 16-plus in UK households that will inform the CFlight model with estimates of the reach and frequency of linear and VOD.

The research will be repeated every year to “reflect the dynamic nature of what people watch in the UK” and enable Barb to accurately estimate the size and profile of audiences across TV platforms.

Jim Jarrett, head of research operations at Barb, said: “As more VOD services integrate advertising into their business models, it’s important that the Landscape Study is updated to reflect how audiences are evolving in response.

“This is the cornerstone of CFlight and will enhance our audience measurement service by giving advertisers, agencies and broadcasters deeper insights into how their campaigns are performing.”