The first of its kind metric has been dubbed CFlight and NBCU harbours hopes that it might one day be adopted by agencies, marketers and other networks as a new gold standard, having lost faith in The Media Rating Council’s ability to impose its own uniform measurement standard.
Laura Molen, EVP, lifestyle and hispanic advertising sales at NBCU, remarked: “We have waited for the industry standard and it hasn't happened. We can no longer wait because viewership is moving so much further to digital. Consumers are viewing content wherever, whenever they want."
Television networks have long scrabbled to overhaul existing standards which are good at catching linear TV viewers, but which fail to account for the growing numbers of people who view content digitally, opening up an increasing disconnect with published figures.
In properly weighting linear and digital media viewing NBCU is guaranteeing that a digital video view impression is only counted if the video was watched in its entirety.
CFlight is the product of an NBCU media summit held to improve content, transparency and measurement.