NBC Universal aims to answer TV's ratings plunge with a new metric



NBC Universal will look to strike deals with advertisers during this year's upfront ad negotiations using a new measure that it says will account for all commercial viewing in all of its content no matter where and when it is watched.

The company says the new metric, which it developed and has dubbed CFlight, measures all live, on-demand and time-shifted commercial impressions on every platform. It's designed to provide advertisers with a comprehensive view of their ads' exposure within full episodes of NBCU shows on all screens, including via over-the-top services like Hulu and platforms such as Roku. NBCU networks include the flagship NBC broadcast channel as well as Bravo, E!, Syfy and USA Network.

The move comes as the entire TV industry grapples with the continued steep erosion of Nielsen ratings, the result of viewers' adoption of time-shifting, ad skipping and platforms not easily measured.

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jpoggi@adage.com (Jeanine Poggi)