New “TV Makes Memories” research shows TV supercharges search, social, and audio—driving up to 8.7× higher ad recall and stronger lower‑funnel results when combined.
Comcast Advertising, the advertising division of Comcast, released new findings from its latest TV Makes Memories research, demonstrating TV‘s role as a full‑funnel driver of performance—and 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 efforts. Recall rises 8.7X when TV is paired with search, 1.8X with social media, and 1.6X with podcasts.
“It’s one thing to capture attention, it’s another thing to create a memory that elevates engagement. TV does both of these things better than any other medium,” says Dawn Lee Williamson, Chief Revenue Officer, Media Solutions at Comcast Advertising. “That credibility is what powers the entire funnel and transforms awareness into trust and trust into business outcomes.”
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That lift in memory translates into a measurable downstream impact. When TV is added to the mix:
- TV Drives Site Visits – Likelihood of a website visit increases by 110% when TV is paired with social
- TV boosts brand discussion – Likelihood of brand discussion increases by 119% when TV is paired with search
- TV elevates audio streaming impact – Likelihood of seeking more information jumps 207% when TV is paired with audio, the largest lift across channels
These findings reinforce TV’s unique ability to establish credibility and memory at the top of the funnel—driving stronger engagement, consideration, and action throughout the customer journey.
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Why TV Matters More in the Age of AI
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.
By 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.
Findings from TV Makes Memories highlight TV’s 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.
