Comcast Advertising report shows multiscreen TV campaigns deliver 2X incremental return on ad spend
Comcast Advertising said multiscreen TV campaigns delivered 2X incremental return on ad spend and generated 2.4X more website visits than single-tactic campaigns.
1. Report findings
Comcast released a Multiscreen Performance Report measuring TV and streaming performance across attention, reach, consideration and website activity. It said sports streaming campaigns reached 52% unique reach and captured hard-to-reach households 10X more effectively than TV alone; TV exposure drove 36% more ad viewing time than social media and produced 2.2X higher brand recall.
2. Reach breakdown
Traditional TV accounted for 71% of unique multiscreen reach, streaming accounted for 21%, and overlap was 8%.
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