The broadcast audience measurement service Barb has announced a major update to its CFlight reporting system, its joint-industry total-campaign reporting service.
The update will extend audience reporting and give advertisers and media agencies investment accountability on advertising campaigns across both linear and VOD services.
The update incorporates 14 of the most trusted traded audiences, allowing media buyers access to comprehensive ad campaign performance across the audiences.
The CFlight tool, which was originally launched in Spring 2022, complements Barb’s Advanced Campaign Hub and enables provides pre-campaign planning analysis across linear channels and VOD services, and includes budget optimisation.
Any service that is a full Barb licensee will be able to participate on the same terms as existing participants, including Disney +, Netflix and Prime Video, all of whom have signed up in recent years.
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A virtual event will take place in April in which Barb will share the latest developments across extended total campaign reporting for linear and VOD, both for pre and post campaigns.
“This business-critical development of C Flight is transformational for advertisers and media buyers. For the first time, they have free access to total campaign performance reporting against major trading audiences,” said Barb head of campaign audience Luca Vannini.
He added: “Full investment accountability on campaigns that run across what people watch in the UK, on both linear and VOD services, is now available from this ground-breaking industry collaboration.”
