VOD key numbers

Reporting metrics for BVOD

When it comes to which metrics can be reported on, there is a difference by broadcaster. Channel 4 and Sky use MOAT and ITV use Meetrics who are both independent auditors of online ad delivery. We’ve put together this handy guide so you can see what to expect from each broadcaster when it comes to reporting metrics.

Metric All 4 ITV Hub Sky
Booked impressions
Delivered impressions
Click Through Rate
Completion rate
Verified viewers    
Viewability percentage
Impressions by device type (TV, desktop, mobile)
Impressions by content type (live TV, on demand, clip)
Impressions by programme (all programmes)    
Daily impressions
Impressions by date  
Impressions by hour
% Valid and Viewable  
% Valid & AVOC (ad visible & audible on completion)
% Valid, Viewable & fully on screen    
% reached completion
% audible on complete    
% in view measureable 
Top Ten programmes
CPT completed views
unique user count    
Reach (Sky households only)    


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