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.
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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.
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.
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