TV advertising is no longer just for awareness. Advances in data and technology now allow brands to use TV to impact consumers across every stage of the funnel—from brand awareness to driving actual sales—and it’s all easily measured. By combining traditional and streaming TV, advertisers can close gaps in their media mix and turn TV into a true performance engine.
What is full-funnel marketing?
Full-funnel marketing is a comprehensive strategy that engages customers at every stage of their journey, using tailored touchpoints to guide them from awareness to consideration and ultimately to taking action.
Using TV advertising to drive real results
TV drives real results when advertisers pair its massive reach with today’s advanced data and technology. Viewership data insights across streaming and traditional TV allow brands to identify the right audiences more precisely—and reach them more efficiently. For example, these insights make it possible to tailor messaging based on audience trends, locations, interests, and even what part of the funnel they’re in. This ensures consumers see the right message at the right moment in their journey.
For upper-funnel audiences, you’ll want to lead with broad messaging, combined with broad delivery, to draw audiences in. The goal is to increase awareness and familiarity of your brand so you’re top of mind when customers move lower into the funnel.
Mid-funnel messaging can get more specific; you may want to highlight key features to further drive consideration among audiences in the market for your type of product or service.
Lower-funnel messaging, crucially, encourages viewers to take action. Deliver your most specific messaging to audiences that are already considering your brand or close to purchase. For example, you may want to promote deals, financing, and other offerings that can help seal the deal.
The result: TV becomes not just a top‑funnel awareness tool, but a dynamic, data‑driven channel that influences the full consumer journey and drives measurable outcomes.
Using streaming TV to drive incremental outcomes
Streaming TV can drive incremental results by helping you connect with people who aren’t watching traditional TV.
Incremental reach is a metric we use to measure the audiences reached on additional platforms. Mixing traditional and streaming TV into your advertising strategy can not only improve reach but lead to incremental sales as well.
The value of streaming and how it boosts incremental results can be seen in our Mastercard case study. Participating businesses saw results including:1
- 3X ROAS
- +7.3% lift in sales
Combining traditional and streaming TV helps brands close gaps and engage audiences everywhere.
Measuring TV’s full-funnel impact
TV hasn’t always been seen as a true revenue driver. But due to advances in both targeting and reporting, it’s finally possible to clearly drive and measure impact across the entire marketing funnel from awareness to consideration to conversions. This means that brands can now track and prove outcomes like ROI from TV campaigns, which is vital for optimizing strategies.
Measure the impact of broad, upper-funnel messaging on metrics like website visits. For mid-funnel consideration, pay attention to metrics like traffic and time spent on important web pages. And for lower-funnel messaging, key performance indicators (KPIs) may include add-to-carts, checkouts, and actual completed conversions.
Quick facts:2
- 69% of advertisers say data advances make TV easier to measure.
- Nearly 40% use TV as a performance engine more now than they did five years ago.
Rethink TV’s role in your media mix
Today’s advertisers want simplicity and impact. In fact, 58% prefer partners that deliver end-to-end solutions—from planning and buying to reporting.1 That’s why Comcast Advertising combines premium inventory, first-party data, and advanced adtech to make TV work harder for your brand.
Ready to unlock the full potential of TV?
Discover how Comcast Advertising can help you drive results across the entire funnel. Reach out today.
Sources:
1. Comcast Advertising, “Mastercard Study Shows 3X ROAS with Multiscreen Advertising,” https://comcastadvertising.com/case-studies/mastercard-study-shows-3x-roas-with-multiscreen-advertising/.
2. AdExchanger survey commissioned by Comcast Advertising, April-May 2025, n=200