Barb has announced an upgrade that now incorporates 14 of the most-used traded audiences into its reporting.

The TV audience measurement body has chosen BVA BDRC to carry out a study to help shape the future of CFlight.

The UK’s Big Three commercial TV broadcasters have begun testing widely-used traded audiences within CFlight, their joint initiative to deliver “total campaign” reporting.

Barb, the industry’s TV audience measurement body, will take over governance responsibility for CFlight in January 2024.

Cflight, the UK’s first unified TV advertising metric, is rolling out in beta version to agencies this week.

Marketers must be given the independent hands-on-keyboards visibility and control they need, writes the CEO of TV data specialist Adgile

Raymond Snoddy salutes the UK broadcasters for evolving US product CFlight as a compelling tool for TV advertisers.

It follows over a year of discreet meetings between the companies after Sky suggested to its rivals that CFlight become a pan-broadcaster tool

Significant new research from Barb and Isba, the array of video content and TV’s proven effectiveness suggest the future is bright.

Finch will oversee RSMB’s work on Rajar quality control, sampling, weighting, processing and reporting of UK radio listening.