When streaming is added to traditional TV campaigns, advertisers aren’t just reaching more people; they’re reinforcing their message and connecting with hard-to-reach households.
Explore the full story below.
According to our 1H 2025 Multiscreen TV Advertising Report, 60% of households reached via streaming are incremental to those reached by traditional TV.1
Three advertisers across different industries and regions set out to understand how streaming contributes to the overall performance of a multiscreen TV campaign. Using geotargeted multiscreen TV strategies, each campaign was optimized around three key performance indicators (KPIs):
Percentage of households reached by your ad in the campaign geography
How many times on average a household is delivered an ad
The number of times an ad was delivered to a household
Explore how streaming delivered incremental value and why a multiscreen strategy is essential for advertisers aiming to maximize ROI in 2025 and beyond.*
Reach measures how many unique households were exposed to your ad.
In today’s fragmented media landscape, finding your full audience on a single platform is no longer realistic. By delivering advertising across platforms on both traditional TV and streaming, brands can unlock incremental reach that they would otherwise miss.
Across industries – from pet supplies to HVAC to restaurants – streaming consistently delivered exclusive reach: households that were only exposed to the campaign via streaming.
Whether targeting pet lovers, homeowners, restaurant-goers, or any of our other 300+ audience segments, each campaign saw measurable gains in unique audience exposure through streaming.
*Reach share: the percentage of overall reach delivered by each strategy of the campaign.
Pet supply (Houston)
HVAC (Indianapolis)
Restaurant (Chicago)
Frequency measures how often households see your ad. While reach opens the door, frequency builds familiarity – driving recall and, ultimately, action. But overdoing it can lead to oversaturation.
Multiscreen campaigns create a healthy frequency by layering streaming impressions on top of traditional TV, offering more balanced exposure.
All three advertisers experienced a meaningful increase in frequency when streaming was added to their campaign mix, proving that multiscreen strategies can deepen engagement and strengthen brand messaging.
Pet supply (Houston)
HVAC (Indianapolis)
Restaurant (Chicago)
Light and no-TV households are increasingly difficult to reach through traditional TV advertising alone. But they’re not unreachable. They’re online and consuming streaming content.
Adding streaming to your media mix not only extends your campaign’s reach and frequency, but also boosts total impressions by engaging audiences that don’t spend much or any time with traditional TV.
For each advertiser, streaming was significantly more effective at delivering impressions to light and no-TV households, audiences that traditional TV simply missed.
*compared to traditional TV
Pet supply (Houston)
HVAC (Indianapolis)
Restaurant (Chicago)
These three case studies show a clear pattern: Multiscreen TV advertising works.
By combining traditional TV with streaming, advertisers across industries and regions were able to:
Whether you’re targeting niche audiences or scaling broad campaigns, a multiscreen strategy ensures your message lands with impact, across platforms and devices.
For marketers looking to maximize performance, engagement, and ROI, multiscreen isn’t optional – it’s essential.
*All insights were pulled from aggregated Comcast first-party viewership data to determine the impact of multiscreen advertising on campaign results. 1. Source: Comcast aggregated viewership data combined with ad exposure data from TV + streaming campaigns, 1H 2025.
Check out our client success stories to learn more about how multiscreen advertising can help your business.