American content behemoth NBCUniversal has announced the industry’s first unified advertising metric, measuring all live, on-demand and time-shifted commercial impressions on every viewing platform.
Dubbed CFlight, the metric delivers NBCUniversal’s advertising clients a view of their marketing campaigns’ advertising exposures within full episodes of shows across all screens. Additionally, NBCUniversal said it would use it 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 (including Nielsen, comScore, Moat and others), the company said, and it will only count digital impressions that are viewed to completion. Additionally, like TV, the new digital impressions metric will include co-viewing on platforms where it is measurable.
“Consumer behaviour 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, 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.”
Included in this composite measurement is co-viewing on OTT platforms where measurement is enabled, including Roku and NBCUniversal content on Hulu. OTT now represents more than one third of NBCUniversal’s long-form, digital video consumption, it said.
“Since the start of time-shifted and TV anywhere viewing, GroupM has championed expanded audience measurement, first C3 and then C7, to capture the total audiences of our partners’ programmes and our clients’ advertising,” said Lyle Schwartz, chief investment officer at advertising agency GroupM. “NBCU’s move is a step in the right direction, consistent with work we’ve being doing market-wide to get to measurement of commercial viewing, in addition to more complete programme ratings. Measurement must keep up with the fluidity of consumption to justify our clients’ investments.”
This effort will enable marketers and agencies to plan and buy across all video, regardless of platform or format; as well as address the shift in consumption of our content across multiple platforms. NBCUniversal has also committed to deliver post-campaign metrics and reporting that combine both linear and digital delivery across all platforms.