Quick wins for a faster PC:
Clear out junk files and repair common Windows errorsFree Scan →Scan for outdated or missing drivers - takes under a minuteDriver Scan →Comcast Advertising’s Multiscreen Performance Report 1H 2026 says campaigns combining traditional TV and streaming delivered 2X the incremental return on ad spend and 2.4X as many website visits as single-tactic campaigns in its measured data. Those are results from Comcast’s campaign analyses—not guaranteed returns or proof that every advertiser will see the same lift.
What Comcast’s report measured
Comcast Advertising announced the report on October 1, 2026. It draws on aggregated TV and streaming campaign data covering billions of impressions, partner measurement from Innovid, Clarivoy and Mastercard, and viewer research with MediaScience. The customer-journey metrics cover the first half of 2026.
The evidence pools differ by finding: the report cites 30,000+ multiscreen TV campaigns, including 500+ addressable campaigns; Innovid measured 1,200+ campaigns; Clarivoy analyzed 50+ automotive campaigns; and Mastercard measured 6,000+ campaigns. Attention and recall findings draw on “TV Makes Memories 2026,” a Comcast Advertising study conducted by MediaScience in 2025 with 891 participants. The report overview separately describes 800+ participants across in-lab and in-home environments. These samples should not be combined as though they were one study.
Because the report uses different campaign samples, partners and attribution windows for different outcomes, its figures are not a single apples-to-apples experiment. Public materials do not provide raw data, full statistical procedures or uncertainty intervals for every estimate, so the analyses cannot be independently reproduced from the disclosed information. The results should not be read as proof of randomized causation.
#1 Best Overall
Does combining TV and streaming drive more website visits?
In Innovid’s analysis of 1,200+ campaigns, multiscreen TV campaigns generated 2.4X more website visits than campaigns using one tactic, and were 105% more likely to deliver website visits. “One tactic” means traditional TV alone or streaming alone. The analysis used a seven-day attribution window, so the figure reflects visits credited within that period rather than all subsequent customer activity.
Automotive consideration
Clarivoy’s analysis of 50+ automotive campaigns used a 30-day attribution window. Among exposed households, 20% visited a dealer and/or automotive marketplace website. Of attributed visits, 61% went to traditional TV and 39% to streaming; 19% took place on the same day as exposure. These figures describe the measured automotive campaigns, not all car shoppers or advertisers.
Rank #2
- Ideal for Gifting
- Ideal for a bookworm
- Compact for travelling
How much unique reach does each screen add?
In Comcast’s measured multiscreen campaign data, traditional TV contributed 71% of unique reach, streaming contributed 21%, and overlap between the two was 8%. These are shares from the report’s campaign analysis, not universal audience proportions. The implication for a specific advertiser depends on its audience, campaign mix and the way reach is measured.
Sports streaming and hard-to-reach households
Among campaigns that included sports streaming, 52% of reach was unique to sports streaming. Comcast reports that sports streaming was 10X more likely than traditional TV to reach hard-to-reach households in this analysis, which included 200+ sports campaigns in the first half of 2026. The report highlights events such as the Milano Cortina 2026 Winter Olympics, March Madness and FIFA World Cup 2026; the stated result applies to the campaign pool studied, not every sports placement.
What did the report find about attention and recall?
In the Comcast/MediaScience findings, TV exposure was associated with 36% more time spent viewing an ad and 2.2X higher brand recall than social-media exposure. The related study also found viewers were 40% more likely to consider visiting a brand website after a TV ad than after a social-media ad. These are study-specific comparisons, not a general rule that every TV ad outperforms every social ad.
What is the reported return on ad spend?
In Mastercard’s analysis of 6,000+ campaigns, multiscreen campaigns delivered 2X incremental return on ad spend. The report attributes 75% of incremental sales to traditional TV and 25% to streaming. Mastercard used a two- or four-week attribution window, depending on the analysis. Comcast does not disclose enough public detail to independently recalculate the return or determine how closely a different advertiser’s campaign would match the measured group.
Rank #4
Addressable advertising
For multiscreen campaigns with addressable advertising, Comcast reports a 38% incremental sales lift, a 2X greater likelihood of reaching the target audience, and a 28% greater likelihood of same-day website visits. The listed source pool is 500+ campaigns measured by Innovid and Mastercard. These are associations reported for that pool, not a forecast for an individual campaign.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How should advertisers split a TV and streaming budget?
Comcast recommends a foundation allocation of 70% to traditional TV and 30% to streaming, with an additional 30% addressable allocation as an optimization layer. This is Comcast’s recommendation based on its campaign data—not an independently established budget formula for every business. The report does not establish that the percentages will maximize results across different audiences, objectives or market conditions.
Crashes, No Sound, or Screen Glitches?
Random freezes, missing sound and display glitches usually trace back to one bad driver. Find and replace yours safely.Free scan · under a minuteWindows Errors? Fix Them Before They Spread
Repair common Windows errors and clear accumulated junk for a smoother, more stable PC - no reinstall needed.Free scan · no reinstallBest Value
- It can be a gift option
- Comes with secure packaging
- Helpful in various ways
Before applying the recommendation, an advertiser can use the report’s findings as questions to test in its own planning and measurement:
- Reach: How much unique audience does each screen add, and how much overlap is acceptable?
- Objective: Is the priority awareness and recall, website activity, automotive consideration or measured sales?
- Audience: Does the campaign need to reach households that are difficult to reach through traditional TV alone?
- Measurement: Which partner, campaign pool and attribution window will be used to judge the result?
- Targeting: Is addressable advertising being assessed as an added optimization layer rather than assumed to produce the same lift for every campaign?
Comcast identifies Outcomes+ as a suite for TV activation and attribution across traditional TV, streaming and multiscreen environments. It describes FreeWheel as its media and technology arm supporting transactions across screens and sales channels. These are Comcast offerings, not independent validation of the report’s results.
What the findings mean for advertisers
The report offers evidence that TV and streaming can serve complementary roles: traditional TV contributed the largest share of unique reach in the analyzed campaigns, while streaming added unique reach and performed strongly in the report’s sports analysis. Comcast’s partner analyses also report website activity and incremental sales outcomes for multiscreen campaigns. The results are useful as benchmarks to interrogate, but advertisers should judge their own mix against a clearly specified audience, campaign objective, measurement partner and attribution window.
Sources: Comcast Advertising’s October 1, 2026 announcement and its Multiscreen Performance Report 1H 2026.
Recommended Free Tools
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
