Comcast Advertising’s Multiscreen Performance Report 1H 2026 says campaigns combining traditional TV and streaming performed better on several measured outcomes than single-tactic campaigns. In Comcast’s analyses, multiscreen campaigns delivered 2X incremental return on ad spend and 2.4X more website visits. These are results from Comcast’s campaign data and partner measurements—not a guarantee that every advertiser will see the same lift.
What Comcast studied—and what the results represent
Announced October 1, 2026, the report examines attention, reach, website activity, consideration and sales across traditional TV and streaming. It draws on aggregated Comcast campaign data spanning billions of impressions, partner measurement from Innovid, Clarivoy and Mastercard, and viewer research with MediaScience. The customer-journey metrics cover the first half of 2026.
The report combines different evidence pools rather than tracking one uniform set of campaigns through every outcome. Its source notes identify 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. The attention and recall findings draw on “TV Makes Memories 2026,” a Comcast Advertising study conducted by MediaScience in 2025 with 891 participants. The report overview describes 800+ participants across in-lab and in-home settings, measured with biometrics and surveys.
That distinction matters: the reported results use different campaign samples, partners and attribution windows. Comcast’s public report does not provide raw datasets or enough statistical detail to independently reproduce every estimate or evaluate all sources of uncertainty. The findings should be read as reported associations and attribution analyses, not as proof that combining screens will cause the same outcome for every advertiser.
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How TV and streaming compare across the buyer journey
Attention and brand recall
In the Comcast/MediaScience study, TV exposure was associated with 36% more time spent viewing an ad and 2.2X higher brand recall than social-media exposure. The study also found viewers were 40% more likely to consider visiting a brand website after a TV ad than after a social-media ad. These findings come from the study described above, not from a universal comparison of all TV and social campaigns.
Incremental reach and overlap
In Comcast’s multiscreen campaign analysis, traditional TV contributed 71% of unique reach, streaming contributed 21%, and the overlap between them was 8%. Those shares describe the measured campaigns; they are not a forecast of audience distribution for every media plan.
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Sports streaming and hard-to-reach households
Among campaigns that included sports streaming, 52% of reach was unique to sports streaming. Comcast also reported that sports streaming was 10X more likely than traditional TV to reach hard-to-reach households. The source note covers 200+ sports campaigns in the first half of 2026, with events including the Milano Cortina 2026 Winter Olympics, March Madness and FIFA World Cup 2026.
Website visits and automotive consideration
Innovid’s analysis of 1,200+ campaigns found that multiscreen TV campaigns generated 2.4X more website visits than campaigns using one tactic and were 105% more likely to deliver website visits. In this comparison, “one tactic” means traditional TV alone or streaming alone. The website-visit analysis used a seven-day attribution window.
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For automotive, Clarivoy analyzed 50+ campaigns using a 30-day attribution window. Among exposed households, 20% visited a dealer and/or automotive marketplace website. Of attributed visits, 61% went to traditional TV and 39% to streaming; 19% took place on the same day as exposure. These are automotive-specific findings and should not be generalized to other categories.
Incremental sales and return
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. Because the report does not publish the underlying data and full statistical methods, the figure is best treated as an outcome Comcast reports for this campaign pool, not as a guaranteed ROI multiplier.
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Addressable advertising
Across a source pool of 500+ campaigns measured by Innovid and Mastercard, adding addressable advertising to multiscreen campaigns was associated with a 38% incremental sales lift. Comcast also reported that addressable advertising was 2X more likely to reach the target audience and made same-day website visits 28% more likely. These results describe the report’s addressable campaign analysis, not a standalone promise of performance.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the numbers suggest for advertisers
The report’s practical case for using both screens is that traditional TV supplied most of the measured unique multiscreen reach, while streaming contributed additional unique reach and could be especially useful in sports campaigns and for reaching households characterized as hard to reach. Across different analyses, Comcast also reports stronger website activity and incremental return for multiscreen campaigns than for single-tactic campaigns.
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Those conclusions are useful for planning questions, but the results are not directly interchangeable. Before applying a figure to a specific campaign, compare the outcome being measured, the attribution window, the measurement partner, the campaign pool and the advertiser category. A seven-day website-visit analysis, an automotive study with a 30-day window and a sales analysis using two or four weeks answer different questions.
Comcast’s recommended TV and streaming allocation
Comcast 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; the report does not establish it as an independently validated budget formula for every advertiser. A media plan should be assessed against its audience, objective, available inventory and measurement approach rather than treating the split as a universal rule.
Quick Recap
Report sources
- Comcast Advertising’s October 1, 2026 announcement.
- Comcast Advertising, Multiscreen Performance Report 1H 2026 (PDF), including campaign source notes and attribution windows.
- Phil Kurz, TV Tech, “Multiscreen TV Ad Campaigns Double Incremental Return On Ad Spend, Says Comcast,” October 1, 2026.
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