LONDON — Eight months after NBCUniversal rolled out its new measurement currency for quantifying time-shifted and on-demand viewing on any platform, one exec thinks the deployment is a game-changer.

NBCU’s aim with CFlight was to give advertisers a sense of how their marketing campaigns are being seen, regardless of time or location.

In this video interview with Beet.TV, Simulmedia CEO Dave Morgan, whose company helps brands use data and targeting to buy ads in linear TV, says: “It’s the most progressive thing we’ve seen in TV advertising measurement in ten years. since we had the C3.”

C3 was launched to include DVR viewing in TV measurement. But today’s viewing options are far wider than DVRs. And TV networks are struggling to retain advertisers because single-channel measurement shows declining linear viewership.

That is why the industry has been scrambling to piece together viewing across all devices.

“CFlight it lets you count apples as apples,” Morgan says. “(It answers questions like) ‘What is linear viewing?’, ‘What is C3 viewing?’ … whether it was delayed viewing or exact linear.

“The easier it is for more people to buy on the same thing, the more the marketplace will grow, the more it will accelerate, easier it is for spend to happen.”

This video is part of Beet.TV’s coverage of the Future of TV Advertising Forum 2018, London. The series is sponsored by Finecast. For more segments from the series, visit this page.