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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.
Sports have long been considered premium content for publishers, advertisers, and viewers. And while the shift to streaming comes with fragmentation, it also creates more opportunities for advertisers to incorporate sports into their buys and reach viewers while they’re watching the content they love.
Five years ago, The TV Viewership Report was developed to help marketers make informed TV ad buying decisions by providing a deeper look at traditional TV viewing habits. In an effort to keep up with the evolving multiscreen TV landscape, the report has grown to include streaming consumption habits and analyses of multiscreen TV ad campaigns.
In today’s diverse video ecosystem, connecting with audiences requires careful thought and planning. With viewers spread across a multitude of platforms and devices, understanding their preferences and behaviors is crucial for success.
Voter Report Series: Valuable Insights for Your Political Campaign
As premium TV content proliferates across platforms and services, viewers are finding that the discovery process is fragmented. In fact, over half of U.S. viewers stated that the difficulty in finding new content can be frustrating, leading them to rewatch something they’ve already seen.