Comcast Advertising reports that multiscreen TV campaigns delivered 2X incremental return on ad spend (ROAS) compared with campaigns using one tactic in the first half of 2026. It also reports more website visits and broader reach. Those are company-reported findings—not a forecast or guarantee for an individual advertiser.
What Comcast’s 2X finding means
In its Multiscreen Performance Report, Comcast Advertising says campaigns using multiple TV and streaming tactics produced twice the incremental ROAS of single-tactic campaigns. Incremental ROAS is intended to describe return associated with advertising beyond a baseline; the accessible summary does not specify how Comcast defined or calculated that baseline.
The reported comparison does not establish that adding another screen will double every advertiser’s return. Results can vary with the audience, creative, media costs, campaign objective, and measurement method. Comcast’s release and report landing page do not provide the sample sizes, comparison definitions, attribution windows, or uncertainty estimates needed to turn the headline result into a campaign-specific forecast.
Other results Comcast reports
The report presents measures across several outcomes, rather than one unified measure of campaign performance:
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- Website visits: Multiscreen campaigns generated 2.4X more website visits than single-tactic campaigns. Comcast also describes them as 105% more efficient at delivering website visits.
- Reach: In the reported unique-reach split, traditional TV accounted for 71%, streaming for 21%, and overlap between them for 8%.
- Sports streaming: Comcast reports 52% unique reach and says sports streaming reached hard-to-reach households 10 times more effectively than TV alone.
- Attention and recall: Compared with social media exposure, TV exposure produced 36% more time spent viewing an ad and 2.2X higher brand recall.
- Addressable advertising: Comcast reports a 38% incremental sales lift, says addressable advertising was 2X more likely to reach the target audience, and reports increased delivery among priority households.
Each figure speaks to a different question: visits, unique reach, attention, recall, or sales. The accessible summary does not provide enough methodological detail to normalize them into a single apples-to-apples ranking of media tactics.
How Comcast says it assembled the report
Comcast describes the report as an evolution of its earlier Multiscreen TV Advertising Report. It says the analysis combines aggregated first-party TV and streaming campaign data spanning billions of impressions with outcome measurement from Innovid, Clarivoy, and Mastercard. A viewer study was conducted with MediaScience. The release does not give the detailed sample sizes or study design needed to assess how closely these findings apply to a particular advertiser or market.
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Dawn Lee Williamson, Chief Revenue Officer, Media Solutions at Comcast Advertising, said: “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.” This is the company’s characterization of the strategy, not an independent assessment of the reported figures.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What advertisers should check before using the numbers
The findings may be useful as a reason to test a multiscreen mix, but they are not enough on their own to set a budget or promise a return. Before applying them to a plan, advertisers should ask Comcast or their measurement provider for the detailed report definitions and design, including:
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- What counts as a “single tactic” and which TV or streaming combinations are classified as multiscreen.
- How incremental ROAS, website visits, unique reach, and sales lift were defined, and what baseline each comparison used.
- The audience, industries, campaign sizes, markets, and sample sizes represented in each finding.
- The attribution windows and any controls used to distinguish advertising effects from other factors.
- Whether the results are averages across campaigns, and how much performance varied between campaigns.
For a practical test, define the desired outcome first—such as incremental sales, qualified site visits, or reaching households that TV alone misses. Then compare a multiscreen plan with a relevant single-tactic baseline using the same audience definition, measurement window, and outcome metric. This makes the result more useful for a budget decision than treating the report’s percentages as portable guarantees.
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