Comcast Advertising Research Reveals How TV and Streaming Drive Results Across the Buyer Journey
Business Wire•01/10/2026•08:00 ET
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Key Highlights
- ➤Multiscreen campaigns deliver 2X incremental return on ad spend.
- ➤Multiscreen campaigns drive 2.4X more website visits than single-tactic campaigns.
- ➤Sports streaming campaigns achieve 52% unique reach and reach households 10x more effectively than TV alone.
- ➤Addressable advertising produces a 38% incremental sales lift.
- ➤Traditional TV delivers 71% of unique multiscreen reach; streaming delivers 21%.
Expert Statements
Dawn Lee Williamson, Chief Revenue Officer, Media Solutions, Comcast Advertising
“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,”
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.”
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
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