The IAB NewFronts is where the industry comes together to showcase the latest and greatest innovations in premium video. And this year, leaders from Comcast Advertising took the stage to share what we’ve been building for advertisers.
TV has always been one of the most powerful marketing tools for brands. Its sight, sound, and motion are what enables an advertiser to make an emotional connection with viewers – creating memories that turn into action. But the challenge with TV has always been, “How do we prove it?”
Consumers today are overwhelmed by content; scrolling social feeds, listening to podcasts, searching online, and navigating an explosion of AI‑generated information. With so many channels competing for attention, breaking through has never been harder. Our latest TV Makes Memories report shows why TV continues to stand apart.
As viewing habits continue to evolve, one thing is increasingly clear: free ad-supported streaming TV (FAST) has become an essential part of how some audiences watch television today. What began as a complement to subscription streaming has now grown into a cornerstone of the modern TV experience...
Click here to learn how Comcast Advertising’s addressable advertising generates meaningful return on ad spend, reaches incremental audiences, and drives sales.
Artificial intelligence isn’t just another technology trend; it has the potential to fundamentally shift how businesses operate. The technology is being used to predict and prevent fraud, cybersecurity threats and operational disruptions...
The advertising ecosystem has undergone a tremendous shift over the past decade. What was once a world where consumers spent their time watching traditional television and performance was measured primarily using TV ratings with broad demographic metrics has now evolved into a complex, multiscreen environment where consumers engage across traditional TV and streaming platforms.
The 2026 Comcast Advertising Report provides insights on today's shifting viewing habits, TV ad buying trends, and how AI is transforming the advertising landscape.
Across conversations on connected TV (CTV), AI, retail media, and measurement, a consistent theme emerged: the future of advertising is being shaped by stronger signals, not louder noise.
TV advertising has always been a must-buy for brands as it drives growth in customer base and business. And for good reason: Research shows consumers are 42% more likely to say TV was how they first discovered a new brand compared to social media.