Comcast’s Universal Ads Makes Linear TV Self-Service, Bringing Incremental TV Reach to Advertisers of Any Size

Brands can now advertise on premium Comcast Linear TV inventory alongside streaming through Universal Ads for the first time

NEW YORK--(BUSINESS WIRE)--Today, Universal Ads, Comcast’s self-service ad platform that enables brands of any size to create, buy and measure ads across premium TV, announced the addition of linear television inventory to its platform. Universal Ads now gives brands seamless, self-service access to premium, Comcast-owned linear inventory to unlock new audiences alongside streaming campaigns from one unified platform, while maintaining the control, quality, and performance they have come to expect from modern advertising platforms.

“Viewers don’t think in terms of linear versus ‘streaming.’ Advertisers should not have to think about it either,” said James Borow, General Manager, Universal Ads. “With this launch, Universal Ads is delivering on its promise to bring the simplicity and sophistication of digital media buying to premium TV, backed by incredible scale, premium inventory, and industry-leading data capabilities.”

Universal Ads can reach up to 90% of U.S. households through Comcast’s nationwide footprint and an expanded network of premium publishers, distributors, and streaming platforms. This broad, high‑quality reach allows advertisers to run impactful TV campaigns with greater brand safety and consistent measurement across both linear and streaming environments—making advanced TV more accessible to brands of all sizes.

The newly available linear TV inventory is accessible through Universal Ads’ Performance+ campaigns, which continuously optimize delivery to help brands achieve their objectives—whether that’s incremental reach, efficient frequency, online sales, app installs, or call volume.

“Enabling our clients to effectively engage audiences across both streaming and linear TV has always been core to our strategy, but measuring true incrementality using existing technology platforms can be challenging,” added Brian Leder, President at Ramp97. “Having access to Comcast linear inventory through the Universal Ads platform to help find new audiences and better manage reach and frequency in premium environments creates significant value by helping our clients to connect with audiences that were previously difficult to target.”

Key benefits include:

• Reach people across TV and streaming at once: Run ads on both linear TV and streaming services together, all in one place, to reach more people than streaming alone.
• Target the right audiences: Use data and familiar targeting tools to reach specific viewers, instead of just buying ads based on TV schedules.
• Optimize as you go: Track performance while the campaign is running so you can adjust quickly and spend money more effectively over time.
• Safe, high‑quality content: Ads appear next to well‑known, trusted TV programming that meets premium brand standards.

Universal Ads plans to further expand access to linear inventory for advertisers of any size as part of Universal Ads’ product roadmap to reshape how TV advertising is both bought and sold. With a new wave of major distribution and device partners joining the platform in December, the Universal Audience Network now includes more than 20 premium publishers, delivering extensive reach, flexibility, and ease of access to the biggest screen in the home.

To learn more, visit www.UniversalAds.com.

About Universal Ads

Universal Ads enables any brand, of any size, to seamlessly make and buy commercials across premium video reaching new qualified audiences at scale. Universal Ads combines premium and brand-safe video content directly from the most influential media companies with the ease and familiarity of social ad buying. It is your one-stop shop for high-quality video ads delivering exceptional scale. Universal Ads is a part of the Comcast Corporation, a global media and technology company that connects people to moments and experiences that matter. For more information visit www.UniversalAds.com.