TV has always been one of the most powerful marketing tools for brands. Its sight, sound, and motion are what enables an advertiser to make an emotional connection with viewers – creating memories that turn into action.
But the challenge with TV has always been, “How do we prove it?”
Comcast Advertising has long been at work helping advertisers answer this question through innovative and strategic measurement partners. Today, with the announcement of three best-in-class attribution partnerships, including DISQO, Fandango, and Polk from S&P Global Mobility, we’re deepening our existing capabilities.
These collaborations give advertisers unrivaled attribution solutions by matching Comcast’s deterministic TV viewing data from more than 30 million households with the partners’ attribution data to deliver outcomes-based measurement from top of the funnel brand metrics to lower-funnel sales action.
When this level of attribution is combined with a premier collection of premium video inventory including major live events and sports, across both traditional TV and streaming, the result is more clarity, accountability, and performance for advertisers than ever before.
Here are the three partners helping Comcast Advertising redefine TV attribution:
Proving TV drives mid-funnel impact with DISQO
Comcast Advertising’s partnership with DISQO brings advertisers a uniquely comprehensive view of campaign impact by measuring top-of-the-funnel brand metrics as well as mid and lower funnel search and visitation metrics, revealing how their media impacts consumers’ attitudes and behavior.
This new partnership unlocks search attribution powered by actual consumer search behavior, directly linking traditional TV and streaming exposure to real‑world search activity so advertisers understand if audiences searched for their product or visited their website after seeing a TV ad, revealing how TV campaigns drive mid‑funnel intent. With this level of visibility, advertisers can better optimize creative and media investments to deliver real outcomes.
DISQO’s use of deterministic exposure data rather than modeled impressions to measure intent shifts means these insights offer a level of accuracy competitors can’t easily match.
Understanding how TV influences moviegoer intent with Fandango
Comcast Advertising’s partnership with Fandango combines our first‑party viewership and ad exposure data with Fandango’s deep insight into moviegoer intent. By applying this intelligence across our addressable inventory and our Audience Direct solution – which enables advertisers to capture attention with high-impact ad units such as home screens, screen savers, and branded collections on Xfinity – studios will be able to more effectively move fans through the full journey, from trailer view to ticket purchase.
This integration gives advertisers visibility into real movie‑browsing and ticket‑buying behavior. From exploring movie pages to selecting seats and verified ticket sales, movie studios can see exactly how campaign exposure drives box office impact.
What makes this unique is the ability to connect Comcast Advertising’s exposure data with Fandango’s behavioral and transactional signals, creating a closed‑loop attribution solution unmatched in the theatrical space.
Demonstrating how TV delivers automotive outcomes with Polk from S&P Global Mobility
Our deepened partnership with Polk from S&P Global Mobility, a leading auto measurement provider, ties Comcast’s deterministic ad exposure directly to verified vehicle transactions, giving automotive brands a clear view of how their media investment drives real business results. This expansion allows transaction data to flow into Comcast Advertising’s LENS solution, the platform that enables smarter household targeting.
As a result, automotive dealers and brands can see which households were exposed to an ad and whether a purchase followed—providing a direct view of advertising impact.
By measuring both sales influence and incremental lift, auto advertisers can pinpoint which tactics, markets, creatives, and campaign elements drive the strongest performance. This approach also reveals optimization opportunities across channels, creative, and geography – helping brands sharpen strategy and maximize ROI.
In fact, an analysis for a major automotive brand matched Polk Signals transaction data with privacy‑safe Comcast ad‑exposure data and found that dealers participating in a coordinated national, regional, and local advertising program saw a 25% increase in vehicle purchase rates. The results showed how fully aligned messaging across all levels drives higher conversion.
Together, these insights strengthen the ability to tell a credible, outcome‑based measurement story to automotive manufacturers and dealers – rooted in what matters most: sales impact.
The importance of strategic partnerships in elevating TV advertising attribution
Attribution is essential to proving the full value of TV advertising. By partnering with best‑in‑class measurement providers and building solutions grounded in Comcast’s deterministic exposure data, Comcast Advertising is giving brands clearer proof of how traditional TV and streaming drive results across the entire funnel – from awareness and intent to real‑world actions and sales.
These collaborations don’t just validate TV’s effectiveness; they empower advertisers to optimize with confidence, invest with precision, and tell a stronger performance story in an increasingly outcome‑driven world.
