Observed Signal · Oct 1, 2026 · Research Publication · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Comcast Advertising Study Shows TV and Streaming Boost Results
Comcast Advertising, the advertising division of Comcast, released findings from its new Multiscreen Performance Report, which analyzes how TV and streaming campaigns impact the buyer journey. The study combines Comcast campaign data with independent measurement partners to examine attention, reach, consideration, and website activity. Key findings include: multiscreen TV campaigns deliver 2X incremental return on ad spend and 2.4X more website visits compared to single-tactic campaigns. Sports streaming campaigns, tied to events like the Milano Cortina Winter Olympics and FIFA World Cup 2026, achieved 52% unique reach and were 10x more effective at reaching hard-to-reach households than TV alone. The report emphasizes that TV and streaming together maximize reach, with traditional TV providing 71% of unique reach and streaming 21%, with only 8% overlap. Addressable advertising also delivered a 38% incremental sales lift. The report aims to help advertisers make more informed media investment decisions.
The research provides empirical evidence supporting the effectiveness of multiscreen TV and streaming advertising, which is central to the AdTech ecosystem, and offers actionable insights for advertisers.
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Key Takeaways & Evidence Grounding
- Comcast Advertising released findings from its Multiscreen Performance Report.
- Multiscreen TV campaigns deliver 2X incremental return on ad spend.
- Multiscreen campaigns drive 2.4X more website visits than single-tactic campaigns.
- Sports streaming campaigns achieved 52% unique reach and were 10x more effective at reaching hard-to-reach households.
- Addressable advertising delivered a 38% incremental sales lift.
Connected Companies & Entities
1 Entity mapped“Comcast Advertising, the advertising division of Comcast...”
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