{"id":929724,"date":"2026-01-22T08:03:47","date_gmt":"2026-01-22T13:03:47","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/annual-comcast-advertising-report-highlights-the-state-of-ai-in-advertising\/"},"modified":"2026-01-22T08:03:47","modified_gmt":"2026-01-22T13:03:47","slug":"annual-comcast-advertising-report-highlights-the-state-of-ai-in-advertising","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/annual-comcast-advertising-report-highlights-the-state-of-ai-in-advertising\/","title":{"rendered":"Annual Comcast Advertising Report Highlights the State of AI in Advertising"},"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>Annual Comcast Advertising Report Highlights the State of AI in Advertising<\/b><\/p>\n<p class=\"bwalignc\"><i>In survey of brand and agency advertisers, 77% say AI is transforming the industry but majority say the most meaningful results are yet to come<\/i><\/p>\n<p class=\"bwalignc\"><i>Advertisers see measurement and attribution as the primary area for AI to impact in 2026<\/i><\/p>\n<p>NEW YORK&#8211;(<a href=\"http:\/\/www.businesswire.com\">BUSINESS WIRE<\/a>)&#8211;<br \/>\nToday, <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fcomcastadvertising.com%2F&amp;esheet=54401825&amp;newsitemid=20260122760027&amp;lan=en-US&amp;anchor=Comcast+Advertising&amp;index=1&amp;md5=6bba969fcab457ba9867befa3a5cb85e\">Comcast Advertising<\/a> released its annual Comcast Advertising Report including data, analysis and actionable insights on the trends impacting the viewers, buyers and sellers of TV advertising. The report also includes new research this year on the State of AI in Advertising based on input from senior advertisers at major agencies and brands.<\/p>\n<p>\n\u201c2025 was another transformational year for TV as brands navigate the complexity of reaching their audiences across screens and platforms,\u201d said Travis Flood, Executive Director, Insights, Comcast Advertising. \u201cThis annual report, backed by data insights from across the Comcast Advertising portfolio, arms advertisers with actionable advice on the tools and technology \u2013 from AI to programmatic to addressable \u2013 that they can leverage to deliver meaningful results in the year ahead.\u201d<\/p>\n<p><b>AI is transforming advertising, but the full impact is not clear yet<\/b><\/p>\n<ul class=\"bwlistdisc\">\n<li>\nNearly 8 in 10 advertisers (77%) believe AI is transforming how TV advertising is bought, making it more efficient (60%) and easier to buy (37%).<\/p>\n<\/li>\n<li>\nHowever, hard proof of business value eludes many advertisers with more than 6 in 10 (61%) reporting they have not seen meaningful results from AI yet.<\/p>\n<\/li>\n<\/ul>\n<p><b>Audience analysis and data management are top uses already with measurement and attribution the goal for 2026<\/b><\/p>\n<ul class=\"bwlistdisc\">\n<li>\nIn terms of how advertisers are using AI right now, more than 8 in 10 (82%) use the technology to identify or segment audiences as well as analyze audience behavior followed by automated data collection and integration (80%).<\/p>\n<\/li>\n<li>\nFor 2026, measurement and attribution is the top area (30%) that advertisers are hoping AI will positively impact and streamline.<\/p>\n<\/li>\n<\/ul>\n<p><b>AI gets creative for ad development<\/b><\/p>\n<ul class=\"bwlistdisc\">\n<li>\nWhen it comes to creative, advertisers report they are using AI primarily to generate initial creative ideas (41%) and produce multiple versions of a creative concept (35%).<\/p>\n<\/li>\n<li>\nOnly 1 in 5 (20%) advertisers report using AI for full ad production.<\/p>\n<\/li>\n<\/ul>\n<p>\n\u201cFrom agentic buying to creative development and better measurement, AI has tremendous potential to help advertisers of all sizes deliver more impactful, outcome-focused campaigns,\u201d added James Rooke, President, Comcast Advertising. \u201cWhen done right, AI can support making TV advertising simpler, smarter, more efficient, and even more accessible. But less than a third of advertisers say they trust AI to do advertising-related tasks, and the reality is we\u2019re still in the very early stages of realizing the benefits from this next technology wave. The challenge ahead is to translate AI\u2019s potential into practical innovation that goes beyond just buzz to deliver real business value.\u201d<\/p>\n<p>\nThe survey was conducted in November 2025 and received 216 responses from brand and agency personnel directly responsible for advertising. More than three quarters (75%) of the respondents were Director level or above at large brands or agencies with nearly half (47%) reporting company revenues of $100 million to $1 billion and a similar number (45%) reporting they manage advertising budgets ranging from $11 million to more than $50 million.<\/p>\n<p>\nTo view the full <i>2026 Comcast Advertising Report<\/i> with the details of the State of AI in Advertising survey, visit <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fcomcastadvertising.com%2Finsights%2Fresearch-reports%2F2026-advertising-report%2F&amp;esheet=54401825&amp;newsitemid=20260122760027&amp;lan=en-US&amp;anchor=here.&amp;index=2&amp;md5=75728f49b1477add6761c5391ecc37bc\">here.<\/a><\/p>\n<p><i>Note: The full list of sources can be found in the 2026 Comcast Advertising Report.<\/i><\/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&#8217;s Media Solutions team provides a streamlined way for advertisers to build brand relevancy and sustainable business outcomes through multiscreen TV advertising campaigns&#8211;powered by the media, data and technology assets of Comcast. 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, in order to 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=20260122760027r1&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\/20260122760027\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20260122760027\/en\/<\/a><\/span><\/p>\n<p><b>Media Contact:<br \/>\n<\/b><br \/>Doug Broad<br \/>\n<br \/><a rel=\"nofollow\" href=\"mailto:ComcastAdvertising@ThreeRingsInc.com\">ComcastAdvertising@ThreeRingsInc.com<\/a><\/p>\n<p><b>KEYWORDS:<\/b> New York United States North America<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> Technology Audio\/Video Entertainment Business Finance Media Professional Services Artificial Intelligence Publishing Marketing Advertising Communications TV and Radio Content Marketing<\/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\/20260122760027\/en\/2698952\/3\/CA-Logo-white_background.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>Annual Comcast Advertising Report Highlights the State of AI in Advertising In survey of brand and agency advertisers, 77% say AI is transforming the industry but majority say the most meaningful results are yet to come Advertisers see measurement and attribution as the primary area for AI to impact in 2026 NEW YORK&#8211;(BUSINESS WIRE)&#8211; Today, Comcast Advertising released its annual Comcast Advertising Report including data, analysis and actionable insights on the trends impacting the viewers, buyers and sellers of TV advertising. The report also includes new research this year on the State of AI in Advertising based on input from senior advertisers at major agencies and brands. \u201c2025 was another transformational year for TV as brands navigate the complexity of &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/annual-comcast-advertising-report-highlights-the-state-of-ai-in-advertising\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Annual Comcast Advertising Report Highlights the State of AI in Advertising&#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-929724","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Annual Comcast Advertising Report Highlights the State of AI in Advertising - 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\/annual-comcast-advertising-report-highlights-the-state-of-ai-in-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Annual Comcast Advertising Report Highlights the State of AI in Advertising - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"Annual Comcast Advertising Report Highlights the State of AI in Advertising In survey of brand and agency advertisers, 77% say AI is transforming the industry but majority say the most meaningful results are yet to come Advertisers see measurement and attribution as the primary area for AI to impact in 2026 NEW YORK&#8211;(BUSINESS WIRE)&#8211; Today, Comcast Advertising released its annual Comcast Advertising Report including data, analysis and actionable insights on the trends impacting the viewers, buyers and sellers of TV advertising. The report also includes new research this year on the State of AI in Advertising based on input from senior advertisers at major agencies and brands. \u201c2025 was another transformational year for TV as brands navigate the complexity of &hellip; Continue reading &quot;Annual Comcast Advertising Report Highlights the State of AI in Advertising&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.marketnewsdesk.com\/index.php\/annual-comcast-advertising-report-highlights-the-state-of-ai-in-advertising\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Newsdesk\" \/>\n<meta property=\"article:published_time\" content=\"2026-01-22T13:03:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20260122760027r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" \/>\n<meta name=\"author\" content=\"Newsdesk\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Newsdesk\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/annual-comcast-advertising-report-highlights-the-state-of-ai-in-advertising\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/annual-comcast-advertising-report-highlights-the-state-of-ai-in-advertising\\\/\"},\"author\":{\"name\":\"Newsdesk\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/#\\\/schema\\\/person\\\/482f27a394d4fda80ecb5499e519d979\"},\"headline\":\"Annual Comcast Advertising Report Highlights the State of AI in Advertising\",\"datePublished\":\"2026-01-22T13:03:47+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/annual-comcast-advertising-report-highlights-the-state-of-ai-in-advertising\\\/\"},\"wordCount\":757,\"image\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/annual-comcast-advertising-report-highlights-the-state-of-ai-in-advertising\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/cts.businesswire.com\\\/ct\\\/CT?id=bwnews&amp;sty=20260122760027r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/annual-comcast-advertising-report-highlights-the-state-of-ai-in-advertising\\\/\",\"url\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/annual-comcast-advertising-report-highlights-the-state-of-ai-in-advertising\\\/\",\"name\":\"Annual Comcast Advertising Report Highlights the State of AI in Advertising - 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Market Newsdesk","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.marketnewsdesk.com\/index.php\/annual-comcast-advertising-report-highlights-the-state-of-ai-in-advertising\/","og_locale":"en_US","og_type":"article","og_title":"Annual Comcast Advertising Report Highlights the State of AI in Advertising - Market Newsdesk","og_description":"Annual Comcast Advertising Report Highlights the State of AI in Advertising In survey of brand and agency advertisers, 77% say AI is transforming the industry but majority say the most meaningful results are yet to come Advertisers see measurement and attribution as the primary area for AI to impact in 2026 NEW YORK&#8211;(BUSINESS WIRE)&#8211; Today, Comcast Advertising released its annual Comcast Advertising Report including data, analysis and actionable insights on the trends impacting the viewers, buyers and sellers of TV advertising. The report also includes new research this year on the State of AI in Advertising based on input from senior advertisers at major agencies and brands. \u201c2025 was another transformational year for TV as brands navigate the complexity of &hellip; Continue reading \"Annual Comcast Advertising Report Highlights the State of AI in Advertising\"","og_url":"https:\/\/www.marketnewsdesk.com\/index.php\/annual-comcast-advertising-report-highlights-the-state-of-ai-in-advertising\/","og_site_name":"Market Newsdesk","article_published_time":"2026-01-22T13:03:47+00:00","og_image":[{"url":"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20260122760027r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en","type":"","width":"","height":""}],"author":"Newsdesk","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Newsdesk","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/annual-comcast-advertising-report-highlights-the-state-of-ai-in-advertising\/#article","isPartOf":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/annual-comcast-advertising-report-highlights-the-state-of-ai-in-advertising\/"},"author":{"name":"Newsdesk","@id":"https:\/\/www.marketnewsdesk.com\/#\/schema\/person\/482f27a394d4fda80ecb5499e519d979"},"headline":"Annual Comcast Advertising Report Highlights the State of AI in Advertising","datePublished":"2026-01-22T13:03:47+00:00","mainEntityOfPage":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/annual-comcast-advertising-report-highlights-the-state-of-ai-in-advertising\/"},"wordCount":757,"image":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/annual-comcast-advertising-report-highlights-the-state-of-ai-in-advertising\/#primaryimage"},"thumbnailUrl":"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20260122760027r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en","inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/annual-comcast-advertising-report-highlights-the-state-of-ai-in-advertising\/","url":"https:\/\/www.marketnewsdesk.com\/index.php\/annual-comcast-advertising-report-highlights-the-state-of-ai-in-advertising\/","name":"Annual Comcast Advertising Report Highlights the State of AI in Advertising - 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