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 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.

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.

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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.”

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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.