Comcast Advertising Research Reveals How TV and Streaming Drive Results Across the Buyer Journey

New “Multiscreen Performance Report” connects attention, reach, consideration, and measurable action, finding that TV and streaming campaigns deliver 2X incremental return on ad spend

NEW YORK--(BUSINESS WIRE)--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 with how attention to TV ads drives memory. Once a viewer’s attention is captured, TV builds awareness at scale, sharpens consideration and focus, and ultimately drives consumers to take action.

The 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™, had a 52% unique reach, capturing hard-to-reach households 10x more effectively than TV alone.

“Advertisers 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,” said Dawn Lee Williamson, Chief Revenue Officer, Media Solutions, Comcast Advertising. “When 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.”

The report also found:

• Attention to ads drives memory for brands – When compared to social media, TV exposure leads to +36% more time spent viewing an ad and 2.2X higher brand recall.
• TV builds awareness at scale, streaming extends reach – 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.
• TVs impact on website visits – Multiscreen TV campaigns generate 2.4X more website visits than single-tactic campaigns and are 105% more efficient at delivering those visits.
• Attention and consideration convert to action – 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.

About the Multiscreen Performance Report

The 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.

To view the full findings of Comcast’s Multiscreen Performance Report, visit here.

About Comcast Advertising

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’s Media Solutions team provides a streamlined way for advertisers to build brand relevancy and sustainable business outcomes through multiscreen TV advertising campaigns—powered by the media, data, and technology assets of Comcast. Reaching nearly 125 million households – including both Comcast and non-Comcast households – across all 210 DMAs, Comcast Advertising’s 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 – results for marketers. And, Comcast Advertising’s 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.