Comcast Advertising has released its 2026 Multiscreen Performance Report, examining how television and streaming campaigns contribute to outcomes across attention, reach, consideration and website activity. The research combines Comcast Advertising campaign data with insights from independent measurement partners.
The report argues that evaluating TV advertising solely at the conversion stage can overlook earlier stages of the consumer journey. Its findings suggest that combining traditional television with streaming can improve reach and performance compared with campaigns relying on a single tactic.
Comcast reports that multiscreen TV campaigns generated 2X incremental return on ad spend and 2.4X more website visits than campaigns using only one tactic. These figures are based on Comcast Advertising’s research and should be considered within the methodology and campaign populations covered by the report.
Market Landscape
The findings arrive as advertisers increasingly treat linear TV and streaming as complementary components of a broader video strategy. Fragmentation across viewing environments has made reach management more complex, while advertisers are under greater pressure to connect media exposure with measurable business outcomes.
Comcast’s research found that traditional TV accounted for 71% of unique multiscreen reach in its analysis, while streaming contributed 21%, with 8% overlap between the two. The company argues that the limited overlap reinforces the value of combining both environments when maximizing campaign reach.
Attention also emerged as an important measurement layer. Comcast reports that TV exposure generated 36% more time spent viewing an advertisement and 2.2 times higher brand recall compared with social media exposure in the study.
Sports streaming represented another significant finding. Campaigns around major sporting events achieved 52% unique reach and reached hard-to-reach households 10 times more effectively than TV alone, according to the report.
Strategic Outlook
For advertisers, the report reinforces the movement toward multiscreen planning rather than treating linear TV and CTV as competing channels. Combining the two can potentially address different audience segments while allowing marketers to connect awareness activity with downstream actions.
The website-visit findings are particularly relevant to performance marketers. Comcast says multiscreen campaigns produced 2.4 times more website visits than single-tactic campaigns and were 105% more efficient at generating those visits.
Addressable advertising also delivered a reported 38% incremental sales lift in the research. Comcast attributes this to the format being twice as likely to reach the target audience and increasing delivery among priority households.
For agencies and media buyers, these findings support a more integrated approach to video allocation, where reach, attention and conversion are measured as connected stages rather than isolated KPIs.
The larger AdTech implication is the continued convergence of television measurement and digital performance analytics. As streaming inventory becomes increasingly addressable and measurable, advertisers are gaining more opportunities to connect traditionally brand-oriented TV activity with audience targeting and outcome measurement.
However, the reported performance figures are Comcast’s findings, not universal benchmarks for all CTV campaigns. Advertisers still need to evaluate results against campaign objectives, audience composition, creative and measurement methodology.
Top Insights
- Multiscreen campaigns reported 2X incremental ROAS compared with single-tactic campaigns in Comcast’s research.
- Website visits were 2.4X higher for multiscreen campaigns than single-tactic campaigns.
- Linear TV and streaming delivered largely distinct reach, with only 8% overlap in the study.
- TV exposure generated stronger attention and brand recall than social exposure in Comcast’s analysis.
- Addressable advertising produced a reported 38% incremental sales lift, highlighting the role of audience targeting.
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