BVA BDRC Wins UK's TV Audience 'Landscape Study'

In the UK, audience measurement body Barb has awarded the contract for a new piece of research, the CFlight Landscape Study, to insights consultancy BVA BDRC. The work will help barb to estimate TV audience size and profile for various platforms and to understand the dynamics of household VOD consumption.

CFlight was originally created by NBCU in the US, and subsequently adapted for the UK marketplace by Sky. As the UK's first unified TV advertising metric, it will capture 'the vast majority' of live, time-shifted and on-demand commercial impacts and impressions across all viewing platforms, giving TV and AV buyers a view of their campaigns' total de-duplicated reach and frequency across all forms of TV.

The system works by combining first-party data - provided by Sky Media, ITV Media and 4 Sales and giving robust, device-level impressions - with linear campaign performance from the Barb panel. The combination is then converted to audience impact data with the help of people-based observations sourced from the Barb panel. Details are at www.cflight.co.uk .

Recently rebranded Barb outlined a timetable for its upgrade to unified TV advertising metric Cflight in November. Following the contract win, BVA BDRC will conduct around 8,000 nationally representative interviews with adults (defined as aged 16+) in UK households, with the results fed into the CFlight model, and the study will be repeated annually.

Barb's Head of Research Operations Jim Jarrett comments: 'As more VOD [video-on-demand] services integrate advertising into their business models, it's important that the Landscape Study is updated to reflect how audiences are evolving in response. This is the cornerstone of CFlight and will enhance our audience measurement service by giving advertisers, agencies and broadcasters deeper insights into how their campaigns are performing'. BVA BDRC Director Tim Barber adds: 'We are thrilled to be appointed by Barb to manage the CFlight Landscape Study. Our award-winning expertise and insights will help refresh the services measured by CFlight to deliver the next iteration of TV measurement'.

CFlight will complement Barb's Advanced Campaign Hub, which provides pre-campaign planning analysis across linear channels and BVOD services, including budget optimisation. Luca Vannini, who joins this month as Head of Campaign Audiences, will lead the delivery and development of Barb's total campaign reporting across linear and VOD services through CFlight (for post-campaign validation of de-duplicated reach and frequency) and the Hub for pre-campaign planning.

The number of services included in CFlight and the Advanced Campaign Hub is projected to rise, which any VOD or streaming service that is a full Barb licensee able to participate on the same terms as existing participants - Disney+ and Netflix have become Barb licensees of late.

Web site: www.barb.co.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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