NBCU releases its own video ad viewership standard
NBCUniversal announced Thursday a new advertising metric called CFlight, which will measure all advertising impressions across every NBCU viewing platform — whether those ads were consumed live, on-demand, on linear TV or digital platforms. The network hopes this new way of measuring viewership will be eventually adopted by the entire industry as a new currency for buying and selling ads.
Why it matters: The industry group that traditionally creates and enforces uniform measurement standards for all media companies, The Media Rating Council (MRC), has proposed a similar standard — and competitors have tested similar ideas. However, that’s taken some time to implement, so the industry has taken things into its own hands to speed up the process.