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2026 Streaming Uncovered: Marketers plan to increase spend on ad-supported streaming platforms as they seek to boost loyalty and win-back consumers in a challenging economy.
As content and viewers continue to shift between screens and platforms, a multiscreen TV approach has become a non-negotiable for advertisers looking to maximize reach and impact. The 1H 2025 Multiscreen TV Advertising Report reveals how advertisers are driving action through multiscreen campaigns.
Advertisers have long relied on age as a key demographic point to shape messaging and strategy. From Gen Z to Baby Boomers, generational identity plays a powerful role in how audiences consume content across screens.
Television has always been a premier marketing channel for brands to reach audiences and build awareness. But the search for new customers has caused brands to turn to platforms like social media and its last-click attribution promise, forgoing the power of premium video for lower-funnel results.
The 2024 election cycle ended by hitting another record-breaking amount in political advertising spend – reaching nearly $11 billion. While it shows no sign of slowing down, advertisers are more challenged than ever when it comes to reaching potential voters as they fragment across more screens and platforms.
Addressable TV advertising is growing as a complementary strategy for multiscreen TV advertising, as it provides more efficiency, accuracy, and accountability than traditional TV advertising alone.
In today’s fragmented multiscreen TV ecosystem, advertisers are facing new challenges when it comes to reaching audiences. As viewers choose between multiple screens and platforms, a diverse multiscreen TV strategy has become key to meeting audiences where they are.
People go mad for March Madness and new research reveals why TV advertisers do, too. In 2024, 71% of U.S. households tuned into March Madness programming, with each household watching an average of 10.5 hours over the course of the tournament, highlighting the widespread attraction of the event.
Comcast Advertising’s annual report was designed to help buyers and sellers understand the increasingly complex TV landscape as viewership continues to shift. The latest edition analyzes data insights to offer a holistic perspective of how viewers are viewing, how buyers are buying, and how sellers are selling multiscreen TV advertising.
Political campaigns have a sense of immediacy unique to themselves. They are brands designed to create powerful connections in a short time frame and one thing is clear: spending every dollar wisely is crucial. 2024 is shaping up to be the most expensive election cycle of all time. An estimated $10.7 billion in political ad spending is predicted across presidential, congressional, gubernatorial, and down-ballot races.