Comcast Advertising says multiscreen TV campaigns generated 2X incremental return on ad spend (ROAS) and 2.4X more website visits than campaigns using a single tactic in the first half of 2026. Those are findings from Comcast’s report, not a guarantee that an advertiser will see the same results.
What Comcast reported
Comcast Advertising’s Multiscreen Performance Report for the first half of 2026 compares campaigns using multiple TV and streaming tactics with campaigns using one tactic. Comcast reports twice the incremental ROAS for multiscreen campaigns, alongside a larger number of website visits. It also reports that those campaigns were 105% more efficient at delivering website visits than single-tactic campaigns. Comcast Advertising’s report announcement and its website-visit findings provide the company’s figures.
“Incremental” is important: the headline is about return attributed to additional outcomes, rather than simply counting all sales or visits during a campaign. The accessible announcement does not provide the comparison definition or attribution window, however, so the figure cannot be translated directly into a forecast for a particular campaign.
How the report was assembled
Comcast describes the report as an evolution of its earlier Multiscreen TV Advertising Report. It says the analysis combines aggregated first-party TV and streaming campaign data with outcome measurement from Innovid, Clarivoy, and Mastercard. A viewer study conducted with MediaScience is also included, and Comcast says its campaign dataset spans billions of impressions. Comcast’s description of the report does not, in the accessible summary, disclose the sample sizes, comparison design, or uncertainty estimates behind the headline results.
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Other reported outcomes
The report covers more than ROAS. The figures below are Comcast’s findings for its stated study; they are not necessarily comparable with one another or transferable to every advertiser.
| Outcome | Comcast-reported finding | What it describes |
|---|---|---|
| Website visits | 2.4X more visits; 105% more efficient at delivering visits | Multiscreen campaigns compared with single-tactic campaigns. Source |
| Unique reach | Traditional TV contributed 71%, streaming 21%, and overlap was 8% | The reported split of unique multiscreen reach. Source |
| Sports streaming reach | 52% unique reach; hard-to-reach households captured 10 times more effectively than TV alone | Comcast’s reported sports streaming result. Source |
| Ad attention and recall | TV exposure produced 36% more time spent viewing an ad and 2.2X higher brand recall than social media | Comparison reported by Comcast; the accessible summary does not give study sample details. Source |
| Addressable advertising | 38% incremental sales lift; 2X more likely to reach the target audience | Comcast’s reported addressable-advertising result. Source |
The reach split suggests that TV and streaming contributed distinct audiences in Comcast’s analysis, while also overlapping. The 8% overlap is part of that reported reach breakdown, not a universal estimate of duplication for other plans.
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What the numbers can—and cannot—tell advertisers
The results make a case for evaluating TV and streaming together when a campaign goal spans reach, attention, web visits, or sales. But they do not establish that every multiscreen plan will outperform every single-channel plan. The available release and report landing page do not expose the sample sizes, comparison definitions, attribution windows, or uncertainty estimates needed to judge how closely the studied campaigns match a specific advertiser or market. The report’s accessible materials leave those methodological details unresolved.
- Match the outcome to the objective. ROAS, website visits, unique reach, attention, and sales are different measures; a result in one does not guarantee improvement in another.
- Ask how “incremental” was calculated. Request the comparison group, attribution window, and treatment of other media or campaign activity before using a reported lift as a forecast.
- Check audience and market fit. Ask whether the study’s campaign types, geography, target households, and timing align with your own plan.
- Separate reach from efficiency. More unique reach, more visits, and more efficient visit delivery answer different planning questions and should not be treated as interchangeable.
How to evaluate a multiscreen plan
For a practical decision, assess the media mix, the outcome being optimized, and the targeting method separately. Comcast’s findings cover traditional TV, streaming, sports streaming, and addressable advertising, but the accessible summary does not supply enough methodological detail to normalize those results into one universal recommendation.
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- Define the business outcome. Decide whether the campaign is intended to increase incremental sales, website visits, brand recall, or unique reach.
- Specify the comparison. Ask the provider what “single tactic” means in the report and what baseline was used to calculate incremental ROAS and lift.
- Review the measurement plan. Confirm attribution windows, audience definitions, measurement partners, and how outcomes are linked to exposure.
- Choose channels and targeting against that objective. Consider TV and streaming together where complementary reach is valuable, and assess addressable targeting against the audience you need to reach.
- Set campaign-specific expectations. Treat the report’s figures as a benchmark to investigate, not a promised result; use your own campaign’s measurement design to assess performance.
Comcast Advertising is the report publisher and a provider of TV and streaming advertising services. Its chief revenue officer for Media Solutions, Dawn Lee Williamson, said: “When TV and streaming are paired together, it helps brands capture attention and stay top-of-mind to help drive the measurable results they need.” The statement appeared in Comcast’s release; it is the perspective of a company executive, not an independent assessment.
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