Today’s media landscape grows increasingly more complex, with viewership behavior constantly evolving. As audiences consume content wherever and however they choose, a smart, strategic multiscreen TV approach is essential to meeting them where they are.
Consumers today are overwhelmed by content; scrolling social feeds, listening to podcasts, searching online, and navigating an explosion of AI‑generated information. With so many channels competing for attention, breaking through has never been harder. Our latest TV Makes Memories report shows why TV continues to stand apart.
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.
For many regional and local advertisers, growing their customer base isn’t always easy—especially when potential audiences are limited to specific DMAs or geographic areas. That’s where addressable TV advertising comes in.
2026 Streaming Uncovered: Marketers plan to increase spend on ad-supported streaming platforms as they seek to boost loyalty and win-back consumers in a challenging economy.
Despite holding over half of the nation’s wealth, Baby Boomers are often left out of the advertising conversation. Only 10% feel seen by the brands in ads they watch—yet they remain some of the most loyal and attentive viewers across both traditional TV and streaming platforms.
As content and viewers continue to shift between screens and platforms, a multiscreen TV approach has become a non-negotiable for advertisers looking to maximize reach and impact. The 1H 2025 Multiscreen TV Advertising Report reveals how advertisers are driving action through multiscreen campaigns.
While viewers can typically find sports content throughout the year, fall sports have viewers glued to their TV screens every week – with 58% of sports impressions in 2024 generated in the fall. Most people think of the NFL when they hear fall sports, but it goes beyond that, with college sports accounting for 61% of sports viewership in the U.S..
Advertisers have long relied on age as a key demographic point to shape messaging and strategy. From Gen Z to Baby Boomers, generational identity plays a powerful role in how audiences consume content across screens.
Local advertisers continue to face a familiar challenge: how to reach the right audience without wasting precious ad dollars. That’s where addressable TV advertising comes in—not as a buzzword, but as a proven tactic that’s within reach for brands of all sizes.