{"id":948005,"date":"2026-03-31T11:22:14","date_gmt":"2026-03-31T15:22:14","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/why-tv-wins-new-comcast-research-shows-tv-multiplies-ad-recall-engagement-and-action\/"},"modified":"2026-03-31T11:22:14","modified_gmt":"2026-03-31T15:22:14","slug":"why-tv-wins-new-comcast-research-shows-tv-multiplies-ad-recall-engagement-and-action","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/why-tv-wins-new-comcast-research-shows-tv-multiplies-ad-recall-engagement-and-action\/","title":{"rendered":"Why TV Wins: New Comcast Research Shows TV Multiplies Ad Recall, Engagement, and Action"},"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>Why TV Wins: New Comcast Research Shows TV Multiplies Ad Recall, Engagement, and Action<\/b><\/p>\n<p class=\"bwalignc\"><i>New \u201cTV Makes Memories\u201d research shows TV supercharges search, social, and audio\u2014driving up to 8.7\u00d7 higher ad recall and stronger lower\u2011funnel results when combined.<\/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=54474086&amp;newsitemid=20260331698606&amp;lan=en-US&amp;anchor=Comcast+Advertising&amp;index=1&amp;md5=9323415bd0a9e96b2bbefdc49e4a7e63\">Comcast Advertising<\/a>, the advertising division of Comcast, today released new findings from its latest <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fcomcastadvertising.com%2Finsights%2Fresearch-reports%2Ftv-makes-memories-2026%2F&amp;esheet=54474086&amp;newsitemid=20260331698606&amp;lan=en-US&amp;anchor=TV+Makes+Memories&amp;index=2&amp;md5=ce22a3f1cb51f27ac84dba8d63e2c90e\"><i>TV Makes Memories<\/i><\/a> research, demonstrating TV\u2018s role as a full\u2011funnel driver of performance\u2014and the engine that makes every other advertising channel work harder.<\/p>\n<p>\nThe research shows that TV across traditional and streaming not only builds strong awareness, it creates durable brand memory that directly fuels consumer action.<\/p>\n<p>\nAccording to the study, brand recall increases when TV is part of the media mix compared to standalone channel efforts. Recall rises 8.7X when TV is paired with search, 1.8X with social media, and 1.6X with podcasts.<\/p>\n<p>\n\u201cIt\u2019s one thing to capture attention, it\u2019s another thing to create a memory that elevates engagement. TV does both of these things better than any other medium,&#8221; says Dawn Lee Williamson, Chief Revenue Officer, Media Solutions at Comcast Advertising. \u201cThat credibility is what powers the entire funnel and transforms awareness into trust and trust into business outcomes.\u201d<\/p>\n<p>\nThat lift in memory translates into a measurable downstream impact. When TV is added to the mix:<\/p>\n<ul class=\"bwlistdisc\">\n<li><b>TV Drives Site Visits <\/b>&#8211; Likelihood of a website visit increases by 110% when TV is paired with social\n<\/li>\n<li><b>TV boosts brand discussion<\/b> &#8211; Likelihood of brand discussion increases by 119% when TV is paired with search\n<\/li>\n<li><b>TV elevates audio streaming impact<\/b> &#8211; Likelihood of seeking more information jumps 207% when TV is paired with audio, the largest lift across channels\n<\/li>\n<\/ul>\n<p>\nThese findings reinforce TV\u2019s unique ability to establish credibility and memory at the top of the funnel\u2014driving stronger engagement, consideration, and action throughout the customer journey.<\/p>\n<p><b>Why TV Matters More in the Age of AI<br \/>\n<br \/><\/b>As AI reshapes search and digital discovery, brands face a growing challenge: how to stand out in a cluttered and increasingly automated environment. The study found that brand recall drops by 23% in search with AI summaries compared to traditional search experiences.<\/p>\n<p>\nBy establishing an initial brand memory, TV significantly improves recall when paired with search and other digital channels. With TV, brands can become familiar, trusted, and top of mind when it matters most.<\/p>\n<p>\nFindings from <i>TV Makes Memories<\/i> highlight TV\u2019s continued role as the strategic anchor of modern media plans in an increasingly fragmented and automated marketplace. By establishing strong memory foundations through TV, brands can improve effectiveness and amplify performance across the broader digital ecosystem.<\/p>\n<p><b>About Comcast Advertising<br \/>\n<br \/><\/b>Comcast 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\u2014powered 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\u2014results 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=20260331698606r1&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\/20260331698606\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20260331698606\/en\/<\/a><\/span><\/p>\n<p><b>Media Contact:<br \/>\n<\/b><br \/>Emily Miller<br \/>\n<br \/><a rel=\"nofollow\" href=\"mailto:Emily_Miller@comcast.com\">Emily_Miller@comcast.com<\/a><\/p>\n<p><b>KEYWORDS:<\/b> New York United States North America<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> Social Media Search Engine Optimization Search Engine Marketing Online Technology Audio\/Video Marketing Advertising Communications TV and Radio Artificial Intelligence Podcast Media Entertainment Digital Marketing Internet<\/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\/20260331698606\/en\/2762026\/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>Why TV Wins: New Comcast Research Shows TV Multiplies Ad Recall, Engagement, and Action New \u201cTV Makes Memories\u201d research shows TV supercharges search, social, and audio\u2014driving up to 8.7\u00d7 higher ad recall and stronger lower\u2011funnel results when combined. NEW YORK&#8211;(BUSINESS WIRE)&#8211;Comcast Advertising, the advertising division of Comcast, today released new findings from its latest TV Makes Memories research, demonstrating TV\u2018s role as a full\u2011funnel driver of performance\u2014and the engine that makes every other advertising channel work harder. The research shows that TV across traditional and streaming not only builds strong awareness, it creates durable brand memory that directly fuels consumer action. According to the study, brand recall increases when TV is part of the media mix compared to standalone channel &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/why-tv-wins-new-comcast-research-shows-tv-multiplies-ad-recall-engagement-and-action\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Why TV Wins: New Comcast Research Shows TV Multiplies Ad Recall, Engagement, and Action&#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-948005","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why TV Wins: New Comcast Research Shows TV Multiplies Ad Recall, Engagement, and Action - 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\/why-tv-wins-new-comcast-research-shows-tv-multiplies-ad-recall-engagement-and-action\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why TV Wins: New Comcast Research Shows TV Multiplies Ad Recall, Engagement, and Action - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"Why TV Wins: New Comcast Research Shows TV Multiplies Ad Recall, Engagement, and Action New \u201cTV Makes Memories\u201d research shows TV supercharges search, social, and audio\u2014driving up to 8.7\u00d7 higher ad recall and stronger lower\u2011funnel results when combined. NEW YORK&#8211;(BUSINESS WIRE)&#8211;Comcast Advertising, the advertising division of Comcast, today released new findings from its latest TV Makes Memories research, demonstrating TV\u2018s role as a full\u2011funnel driver of performance\u2014and the engine that makes every other advertising channel work harder. The research shows that TV across traditional and streaming not only builds strong awareness, it creates durable brand memory that directly fuels consumer action. 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NEW YORK&#8211;(BUSINESS WIRE)&#8211;Comcast Advertising, the advertising division of Comcast, today released new findings from its latest TV Makes Memories research, demonstrating TV\u2018s role as a full\u2011funnel driver of performance\u2014and the engine that makes every other advertising channel work harder. The research shows that TV across traditional and streaming not only builds strong awareness, it creates durable brand memory that directly fuels consumer action. 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