{"id":1007413,"date":"2026-10-01T08:06:24","date_gmt":"2026-10-01T12:06:24","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/comcast-advertising-research-reveals-how-tv-and-streaming-drive-results-across-the-buyer-journey\/"},"modified":"2026-10-01T08:06:24","modified_gmt":"2026-10-01T12:06:24","slug":"comcast-advertising-research-reveals-how-tv-and-streaming-drive-results-across-the-buyer-journey","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/comcast-advertising-research-reveals-how-tv-and-streaming-drive-results-across-the-buyer-journey\/","title":{"rendered":"Comcast Advertising Research Reveals How TV and Streaming Drive Results Across the Buyer Journey"},"content":{"rendered":"<p>        <!--.bwalignc { text-align: center; list-style-position: inside }\n.bwlistdisc { list-style-type: disc }body {font:normal small Arial,Helvetica,sans-serif;color:#000;background-color:#fff;padding:24px;margin:0;} a img {border:0;} h3 {font-size:medium;color:#000;margin:0 0 1em 0; text-align:center;}-->  <\/p>\n<p class=\"bwalignc\"><b>Comcast Advertising Research Reveals How TV and Streaming Drive Results Across the Buyer Journey<\/b><\/p>\n<p class=\"bwalignc\"><i>New \u201cMultiscreen Performance Report\u201d connects attention, reach, consideration, and measurable action, finding that TV and streaming campaigns deliver 2X incremental return on ad spend<\/i><\/p>\n<p>NEW YORK&#8211;(<a href=\"http:\/\/www.businesswire.com\">BUSINESS WIRE<\/a>)&#8211;<a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fcomcastadvertising.com%2F&amp;esheet=54613796&amp;newsitemid=20261001964417&amp;lan=en-US&amp;anchor=Comcast+Advertising&amp;index=1&amp;md5=5e4e2e3c8b3854a2e1cab4e3d2fdeb59\">Comcast Advertising<\/a>, the advertising division of Comcast, today released new findings from its <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fcomcastadvertising.com%2Finsights%2Fresearch-reports%2Fmultiscreen-performance-report-1h-2026&amp;esheet=54613796&amp;newsitemid=20261001964417&amp;lan=en-US&amp;anchor=Multiscreen+Performance+Report&amp;index=2&amp;md5=2bbb481a2857adf93de31bd297e5f23b\">Multiscreen Performance Report<\/a>, an evolution of its flagship Multiscreen TV Advertising Report. The purpose of the research is to better prove how advertising impacts outcomes throughout the buyer journey by combining Comcast Advertising campaign data with insights from independent measurement partners to examine performance across attention, reach, consideration, and website activity for advertisers of all sizes.<\/p>\n<p>\nThe research report outlines the building blocks of advertising performance, starting with how attention to TV ads drives memory. Once a viewer\u2019s attention is captured, TV builds awareness at scale, sharpens consideration and focus, and ultimately drives consumers to take action.<\/p>\n<p>\nThe findings reveal multiscreen TV campaigns deliver a 2X incremental return on ad spend and drive 2.4X more website visits, versus campaigns using only one tactic. Additionally, the data showed sports streaming campaigns, fueled by events like the Milano Cortina Winter Olympics, March Madness, and the FIFA World Cup 2026\u2122, had a 52% unique reach, capturing hard-to-reach households 10x more effectively than TV alone.<\/p>\n<p>\n\u201cAdvertisers are under more pressure than ever to prove their media dollars are performing, which is often measured only during conversion. In reality, it starts earlier: when quality access meets the right data to capture true attention,\u201d said Dawn Lee Williamson, Chief Revenue Officer, Media Solutions, Comcast Advertising. \u201cWhen TV and streaming are paired together, it helps brands capture attention and stay top-of-mind to help drive the measurable results they need. We hope this research helps advertisers make more informed decisions about where and how to invest their media dollars.\u201d<\/p>\n<p>\nThe report also found:<\/p>\n<ul class=\"bwlistdisc\">\n<li><b>Attention to ads drives memory for brands<\/b> \u2013 When compared to social media, TV exposure leads to +36% more time spent viewing an ad and 2.2X higher brand recall.\n<\/li>\n<li><b>TV builds awareness at scale, streaming extends reach<\/b> \u2013 Traditional TV delivers 71% of unique multiscreen reach and streaming delivers 21%, with just 8% overlap between the two, underscoring the need for advertisers to leverage both TV and streaming to maximize campaign reach.\n<\/li>\n<li><b>TVs impact on website visits<\/b> \u2013 Multiscreen TV campaigns generate 2.4X more website visits than single-tactic campaigns and are 105% more efficient at delivering those visits.\n<\/li>\n<li><b>Attention and consideration convert to action<\/b> \u2013 The impact of addressable advertising delivered a 38% incremental sales lift because it was 2X more likely to reach the target audience and increase delivery among priority households.\n<\/li>\n<\/ul>\n<p><b>About the Multiscreen Performance Report<\/b><\/p>\n<p>\nThe report includes metrics measured from the first half of 2026, combining aggregated Comcast Advertising TV and streaming campaign data across billions of impressions with outcome measurement from attribution partners Innovid, Clarivoy, and Mastercard, and a recent viewer study conducted in partnership with MediaScience to demonstrate the role attention plays in driving brand memories.<\/p>\n<p>\nTo view the full findings of Comcast\u2019s Multiscreen Performance Report, visit <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fcomcastadvertising.com%2Finsights%2Fresearch-reports%2Fmultiscreen-performance-report-1h-2026&amp;esheet=54613796&amp;newsitemid=20261001964417&amp;lan=en-US&amp;anchor=here&amp;index=3&amp;md5=0e3a983d652b46c2f4d692a0e556b8c9\">here<\/a>.<\/p>\n<p><b>About Comcast Advertising<\/b><\/p>\n<p>\nComcast Advertising is the advertising division of Comcast. As a global leader in media, technology, and advertising, the company fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies, and other industry players. Comcast Advertising\u2019s Media Solutions team provides a streamlined way for advertisers to build brand relevancy and sustainable business outcomes through multiscreen TV advertising campaigns\u2014powered by the media, data, and technology assets of Comcast. Reaching nearly 125 million households \u2013 including both Comcast and non-Comcast households \u2013 across all 210 DMAs, Comcast Advertising\u2019s Media Solutions delivers seamless, consolidated access to a wide range of premium video inventory and proof of performance using its media, data, and technology assets. FreeWheel, its media and technology arm, provides the technology, data enablement, and convergent marketplaces required to ensure buyers and sellers can transact across all screens, data types, and sales channels to help ensure the ultimate goal \u2013 results for marketers. And, Comcast Advertising\u2019s Universal Ads enables brands of any size to seamlessly create, buy, and measure ads across premium video directly from top publishers with no fees. Comcast Advertising, along with NBCUniversal and Sky, is part of the Comcast Corporation.<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20261001964417r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" style=\"width:0;height:0\" \/><span class=\"bwct31415\" \/><\/p>\n<p id=\"mmgallerylink\"><span id=\"mmgallerylink-phrase\">View source version on businesswire.com: <\/span><span id=\"mmgallerylink-link\"><a href=\"https:\/\/www.businesswire.com\/news\/home\/20261001964417\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20261001964417\/en\/<\/a><\/span><\/p>\n<p><b>Media Contacts<br \/>\n<\/b><br \/>Carly Pascal<br \/>\n<br \/><a rel=\"nofollow\" href=\"mailto:Carly_Pascal@comcast.com\">Carly_Pascal@comcast.com<\/a><\/p>\n<p><b>KEYWORDS:<\/b> United States North America New York<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> Technology Entertainment Marketing Advertising Telecommunications Communications Media TV and Radio Data Management<\/p>\n<p><b>MEDIA:<\/b><\/p>\n<table cellpadding=\"3\" cellspacing=\"3\">\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Logo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20261001964417\/en\/2918653\/3\/CA_logo.jpg\" alt=\"Logo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\"><\/font><\/td>\n<\/tr>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>Comcast Advertising Research Reveals How TV and Streaming Drive Results Across the Buyer Journey New \u201cMultiscreen Performance Report\u201d connects attention, reach, consideration, and measurable action, finding that TV and streaming campaigns deliver 2X incremental return on ad spend NEW YORK&#8211;(BUSINESS WIRE)&#8211;Comcast Advertising, the advertising division of Comcast, today released new findings from its Multiscreen Performance Report, an evolution of its flagship Multiscreen TV Advertising Report. The purpose of the research is to better prove how advertising impacts outcomes throughout the buyer journey by combining Comcast Advertising campaign data with insights from independent measurement partners to examine performance across attention, reach, consideration, and website activity for advertisers of all sizes. The research report outlines the building blocks of advertising performance, starting &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/comcast-advertising-research-reveals-how-tv-and-streaming-drive-results-across-the-buyer-journey\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Comcast Advertising Research Reveals How TV and Streaming Drive Results Across the Buyer Journey&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-1007413","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comcast Advertising Research Reveals How TV and Streaming Drive Results Across the Buyer Journey - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/comcast-advertising-research-reveals-how-tv-and-streaming-drive-results-across-the-buyer-journey\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comcast Advertising Research Reveals How TV and Streaming Drive Results Across the Buyer Journey - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"Comcast Advertising Research Reveals How TV and Streaming Drive Results Across the Buyer Journey New \u201cMultiscreen Performance Report\u201d connects attention, reach, consideration, and measurable action, finding that TV and streaming campaigns deliver 2X incremental return on ad spend NEW YORK&#8211;(BUSINESS WIRE)&#8211;Comcast Advertising, the advertising division of Comcast, today released new findings from its Multiscreen Performance Report, an evolution of its flagship Multiscreen TV Advertising Report. The purpose of the research is to better prove how advertising impacts outcomes throughout the buyer journey by combining Comcast Advertising campaign data with insights from independent measurement partners to examine performance across attention, reach, consideration, and website activity for advertisers of all sizes. 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The purpose of the research is to better prove how advertising impacts outcomes throughout the buyer journey by combining Comcast Advertising campaign data with insights from independent measurement partners to examine performance across attention, reach, consideration, and website activity for advertisers of all sizes. 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