RSMB is delighted that CFlight has won the Adrian Edwards Award for Best Use of Datasets in the 2023 Mediatel Awards.

Thinkbox, Channel 4, ITV and Sky came together to commission the project , partnering with RSMB who designed the methodology for the UK and TechEdge who implemented it into a web app for all buyers of BVOD and linear airtime to use.

CFlight is the UK's first unified TV advertising metric that captures the vast majority of live, on-demand and time-shifted commercial impacts and impressions across all viewing platforms. It produces campaign reports that provide de-duplicated total reach and frequency for Adults across linear TV and broadcaster VOD (BVOD). RSMB continues to develop the methodology, with the main TV buying audiences scheduled to being added later in 2023.

"It may seem a really obvious thing to say, but research and measurement are not just simply about asking people what to say. Quite apart from the huge amount of work to make this entry work from a data perspective, the coming together of the industry to make this happen should not be underestimated." Denise Turner, CEO Route and one of the judges of the 2023 Mediatel Awards.

The award for best use of datasets is dedicated to Adrian Edwards, the UK managing director of TechEdge, who died aged 44 in May 2021 from cancer. The award is presented in partnership with Barb.