After joining Barb and announcing a significant update at Connected TV World Summit mere weeks later, Barb’s head of campaign audiences charts CFlight’s evolution in 2024. 

Barb has announced an upgrade that now incorporates 14 of the most-used traded audiences into its reporting.

The TV audience measurement body has chosen BVA BDRC to carry out a study to help shape the future of CFlight.

The UK’s Big Three commercial TV broadcasters have begun testing widely-used traded audiences within CFlight, their joint initiative to deliver “total campaign” reporting.

Barb, the industry’s TV audience measurement body, will take over governance responsibility for CFlight in January 2024.

Cflight, the UK’s first unified TV advertising metric, is rolling out in beta version to agencies this week.

Marketers must be given the independent hands-on-keyboards visibility and control they need, writes the CEO of TV data specialist Adgile

Raymond Snoddy salutes the UK broadcasters for evolving US product CFlight as a compelling tool for TV advertisers.

It follows over a year of discreet meetings between the companies after Sky suggested to its rivals that CFlight become a pan-broadcaster tool

Broadcasters are looking to challenge tech platforms by measuring outcomes.