Press release
Comcast Advertising Report Finds That in Light of Growing Focus on Brand Safety and Transparency, Advertisers are Flocking to Premium Video Environments
Report shows that consumers are 58% more likely to recall an ad on professionally produced programming than on user-generated content Despite economic
About this update from Comcast Corporation
[{"type":"text","content":"\nReport shows that consumers are 58% more likely to recall an ad on professionally produced programming than on user-generated content\n\n\nDespite economic uncertainty, 94% of advertisers expect to maintain or increase spending in premium streaming channels in the next 12 months\n\n\n NEW YORK--(BUSINESS WIRE)--\nToday, Comcast Advertising announced the release of its annual Comcast Advertising Report, revealing data-based insights into how viewers are viewing, buyers are buying, and sellers are selling multiscreen TV advertising today. The study provides comprehensive insights on the newest engagement and consumption trends across streaming and linear TV advertising and provides actionable recommendations for the modern advertiser.\n\n\nThe Comcast Advertising Report is based on an in-depth analysis of billions of impressions from Comcast Cable’s ad sales division, Effectv, and from its ad technology platform, FreeWheel, as well as commissioned research into viewing and buying habits from research partners.\n\n\nAccording to the report, despite economic uncertainty, 94% of advertisers anticipate maintaining or increasing their spending on premium streaming in the next 12 months (40% plan to increase their spend.) The findings demonstrate a significant preference among advertisers for premium, professionally produced video content, where, the report finds, viewers are 58% more likely to remember an ad as compared to within user-generated video.\n\n\n“The industry continues to transform at break-neck speed toward a more data-driven, automated approach to buying and selling advertising,” said James Rooke, President, Comcast Advertising. “As this transformation accelerates, the value of trusted, transparent and engaging viewing environments has never been more important. The Comcast Advertising Report provides a unique and layered perspective into these environments and how buyers, sellers and viewers are navigating today’s complex media landscape.”\n\n\nKey findings from the report include:\n\n\n\nTraditional TV is still a core strategy in media plans, with 80% of advertisers planning to maintain or increase their spend on traditional TV in the coming year.\n\n\n\nAcross both TV and premium streaming, the “big screen” TV is still the preferred viewing spot for most consumers, accounting for 82% of ad views.\n\n\n\nAs free ad-sup...