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 | Channel 4 | ITV | Sky |
|---|---|---|---|
| Booked impressions | ✓ | ✓ | ✓ |
| Delivered impressions | ✓ | ✓ | ✓ |
| Clicks | ✓ | ✓ | ✓ |
| 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 | ✓ | ||
| Frequency | ✓ | ✓ | |
| Reach (Sky households only) | ✓ |
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