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Today’s media landscape grows increasingly more complex, with viewership behavior constantly evolving. As audiences consume content wherever and however they choose, a smart, strategic multiscreen TV approach is essential to meeting them where they are.
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.
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.
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.