When it comes to reaching voters in today’s fragmented landscape, a multiscreen TV approach is non-negotiable, especially as it remains one of the most effective ways to achieve scale while building affinity and credibility. But as audiences hop between screens and platforms, political advertisers face a critical challenge: ensuring their message reaches the right voters. The strongest campaigns blend the power of multiscreen TV with advanced data and technology to deliver precision, efficiency, and measurable performance. This proven approach doesn’t just drive impact for political advertisers, but is bolstered by recent industry recognition at both the Reed and Pollie Awards.
With the primaries underway and Election Day on the horizon, campaign success depends on being deliberate about where and how media dollars are deployed.
Here are two award-winning strategies to transform your midterm multiscreen TV campaigns into a data-informed, precision-driven delivery engine.
Driving incremental reach with addressable advertising
To drive real results this election cycle, advertisers need to focus on delivering the right message, at the right time, to the right audiences, and addressable advertising makes that possible.
Powered by first-party deterministic data, addressable leverages authenticated household information – such as a postal address – to deliver a 95% match rate.1 This enables precise, household-level targeting across screens, ensuring ads run only in the Comcast households that match specific audience segments such as party affiliation, likelihood of voting, age range, and more. This precision also supports tailored creative, allowing campaigns to serve messaging that resonates most with distinct voter segments.
Addressable also delivers meaningful incremental reach by serving ads to households that would otherwise go untouched. In fact, a recent analysis of political campaigns found that one in three target households reached were unique to addressable.2
In today’s cross-screen world, it’s critical to reach voters across every viewing environment—and addressable does just that, reaching qualified audiences on traditional TV and in broadband-only streaming households alike.
With its expanded targeted reach, addressable helps campaigns connect with high-priority voters more effectively and efficiently.
Layering on LENS for automated real-time, data-driven optimization
Deploying a multiscreen TV campaign with addressable is just the starting point. To maximize reach and impact, advertisers must continuously evaluate campaign performance and adapt in real time.
At Comcast Advertising, we’ve removed the busywork and guesswork from optimization with LENS, our AI-powered audience discovery engine. LENS provides real-time insights that inform smarter campaign decisions. It provides visibility into where exposure is occurring, where it’s lacking, where competitors are active, and where opportunities exist. By integrating the addressable technology with LENS insights, advertisers will know exactly where they need to deploy ads to fill in the gaps.
This innovative approach represents best-in-class use of emerging technology to address one of advertising’s biggest challenges: efficiently engaging fragmented audiences. The result is greater incremental reach and a more efficient allocation of media dollars.
Award-winning results
When paired together, addressability and LENS deliver award-winning results. Last year, we partnered with Smart Media Group to transform a traditional TV buy into a precision-driven media strategy grounded in advanced data and optimization tools.
The goal was to overcome the limitations of a broadcast-only campaign by using data-driven addressable targeting to reach voters in two congressional districts who had not been exposed to ads – maximizing incremental reach and efficiency through our audience data.
By weaving addressable targeting and LENS technology directly into the campaign execution, we achieved a 29% increase in household delivery by reallocating just 6% the media budget.3 The combined strategy proved especially effective at engaging hard-to-reach audiences, generating a 22% lift in overall reach.3
This innovative approach earned industry recognition at the Reeds Awards, where it won an award for “Best Use of New Technology.”
In another campaign with The National Media, we combined LENS’ household-level exposure insights with the geographic precision of addressable to deliver 57% incremental reach among high-priority voter segments.4
This success earned us another Reed Awards for “Best Integration of New Technology in a Linear Media Campaign” and a bronze Pollie for “Transforming Linear Campaigns with Addressable Technology.”
These partnerships are a perfect demonstration of what’s possible when advanced data meets cutting-edge technology.
Making the most of your midterm media mix
In a high-stakes midterm environment where attention and viewership are fragmented and every vote counts, precision and performance are mission-critical. Multiscreen TV remains a powerful foundation, but when enhanced with addressable targeting and real-time optimizations through LENS, it becomes a strategic advantage capable of influencing outcomes.
Ready to transform your political ad campaign? Contact us today.
Source:
1. Go Addressable, “Guidelines for Planning & Buying Addressable TV Advertising,” 2025.
2. Comcast aggregated viewership data combined with ad exposure data from TV + streaming campaigns 2024. Filtered to the 500 highest reaching political campaigns.
3. Comcast aggregated viewership data with ad exposure data from addressable & broadcast campaigns, July 30, 2025 – September 5, 2025. DMAs: Fresno-Visalia and Albuquerque-Santa Fe.
4. Comcast aggregated viewership data with ad exposure data from addressable & data-driven TV campaign, July 14, 2024 -November 4, 2024. DMA: Richmond, Washington DC, Roanoke-Lynchburg, Charlottesville, and Harrisonburg.
