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Comcast Advertising’s Multiscreen Performance Report 1H 2026 finds that, in its measured campaign data, pairing traditional TV with streaming was associated with 2X incremental return on ad spend and 2.4X as many website visits as campaigns using just one of those tactics. The report also suggests the channels can play different roles: traditional TV contributed most of the unique reach measured, while streaming—including sports—added audiences and outcomes of its own. These are Comcast’s campaign analyses, not guaranteed results for every advertiser.
What the report measured
Comcast Advertising announced the report on October 1, 2026. It combines aggregated TV and streaming campaign data with analyses by Innovid, Clarivoy, and Mastercard, plus a viewer study conducted with MediaScience. The customer-journey metrics cover the first half of 2026. The PDF describes evidence pools of 30,000+ multiscreen TV campaigns, including 500+ addressable campaigns; 1,200+ campaigns measured by Innovid; 50+ automotive campaigns measured by Clarivoy; and 6,000+ campaigns measured by Mastercard. These are different samples for different analyses, not one uniform dataset.
The attention and recall findings draw on “TV Makes Memories 2026,” a Comcast Advertising study conducted by MediaScience in 2025. Its sourcing note gives a sample of 891; the report overview describes 800+ participants in lab and in-home settings, measured with biometrics and surveys. Those descriptions refer to the viewer-study evidence, not to the campaign totals.
How TV and streaming contributed to reach
In Comcast’s multiscreen campaign analysis, traditional TV accounted for 71% of unique reach, streaming for 21%, and the overlap between them for 8%. This split describes the campaign data measured for the report; it is not a universal estimate of how audiences divide across screens. It indicates that, in those campaigns, the channels reached some distinct households as well as some of the same ones.
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Sports streaming added distinct reach
Among campaigns that included sports streaming, 52% of reach was unique to sports streaming. Comcast also reported that these campaigns were 10X more likely than traditional TV to reach hard-to-reach households. The sports analysis covered 200+ campaigns in 1H 2026 and highlighted events including the Milano Cortina 2026 Winter Olympics, March Madness, and FIFA World Cup 2026. The result applies to the report’s sports-campaign analysis, not to every streaming placement or event.
Attention and consideration: TV versus social media
In the Comcast/MediaScience viewer-study findings, TV exposure was associated with 36% more time spent viewing an ad and 2.2X higher brand recall than social-media exposure. Viewers were also 40% more likely to consider visiting a brand website after a TV ad than after a social-media ad. These are findings from the named study, rather than a general guarantee that TV outperforms social media in every campaign or audience.
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Website visits and automotive interest
Multiscreen campaigns and website activity
Comcast reported that multiscreen TV campaigns generated 2.4X more website visits than single-tactic campaigns and were 105% more likely to deliver website visits. In this analysis, “single-tactic” means a campaign using only traditional TV or only streaming. Innovid measured website visits across 1,200+ campaigns using a seven-day attribution window.
Automotive visits after ad exposure
Clarivoy’s analysis covered 50+ automotive campaigns and used a 30-day attribution window. Among exposed households, 20% visited a dealer and/or automotive marketplace website. Of the visits attributed in the analysis, 61% went to traditional TV and 39% to streaming; 19% took place on the same day as exposure. These figures describe attributed activity in that automotive sample, not the likelihood that any individual ad causes a visit.
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Incremental sales, return, and addressable advertising
Return and sales attribution
In Mastercard’s analysis of 6,000+ campaigns, multiscreen campaigns delivered 2X incremental return on ad spend. Comcast attributed 75% of incremental sales to traditional TV and 25% to streaming. The analysis used a two- or four-week attribution window. These are reported results from that campaign analysis; the public materials do not provide raw data or enough detail to independently reproduce every estimate or assess all sources of uncertainty.
Addressable advertising as an added layer
Comcast reported that adding addressable advertising to multiscreen campaigns was associated with a 38% incremental sales lift, made campaigns 2X more likely to reach the target audience, and made same-day website visits 28% more likely. The listed source pool is 500+ campaigns measured by Innovid and Mastercard. The report presents addressable as an optimization layer, distinct from the core TV-and-streaming allocation.
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How to interpret the findings and budget recommendation
The report recommends a foundation allocation of 70% traditional TV and 30% streaming, with an additional 30% addressable allocation as an optimization layer. This is Comcast’s recommendation based on its campaign data, not an independently established formula for every advertiser. The addressable layer is described as additional to the foundation allocation, so the figures should not be read as three mutually exclusive shares of a single 100% budget.
Advertisers assessing whether the findings fit their own plans should compare campaigns on the measures that matter to their objective:
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- Reach: unique households reached by each screen and the overlap between them.
- Attention and consideration: viewing time, recall, and actions people considered after exposure.
- Business outcomes: website visits, attributed sales, and incremental return.
- Audience and placement: target-audience delivery, hard-to-reach households, and whether sports streaming is included.
- Measurement context: partner, campaign category and sample, attribution window, and the specific definition of each outcome.
The report’s figures come from separate campaign pools and use different attribution windows for different outcomes. The public materials do not disclose the full raw datasets, detailed statistical procedures, or uncertainty intervals for every estimate. The results therefore support an informed planning hypothesis, not a claim of randomized proof or a prediction that another advertiser will achieve the same lift.
Where to read the report
Comcast Advertising’s announcement and the October 1, 2026 report announcement provide the headline findings. The underlying Multiscreen Performance Report 1H 2026 PDF includes the source notes and campaign pools behind the estimates.
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