Press release
New Report from Comcast Advertising Finds Optimal Balance for TV and Streaming Advertising, Including Significant Portion Dedicated to Streaming
The newly unveiled, yearly Comcast Advertising Report recommends that advertisers allocate 20-30% of their premium video budget towards streaming, and the
About this update from Comcast Corporation
[{"type":"text","content":"\nThe newly unveiled, yearly Comcast Advertising Report recommends that advertisers allocate 20-30% of their premium video budget towards streaming, and the rest to traditional TV.\n\nReport examines major insights, implications and predictions for advertisers, based on data from the perspective of viewers, advertisers and sellers.\n\n NEW YORK--(BUSINESS WIRE)--\nToday, Comcast Advertising released a new, cross-industry report titled “The Comcast Advertising Report 2022: Actionable Insights for the Modern TV Advertiser.” Relying on proprietary data, the report provides a unique view into the current landscape from the perspective of viewers, buyers and then sellers – culminating in a specific and fact-based recommendation for the optimal balance of TV and streaming advertising.\n\nComcast Advertising, the advertising division of Comcast Cable, is comprised of Effectv, its advertising sales division, and FreeWheel, its media and technology arm. Both parts of the business contributed to the extensive findings in the report, providing a broad perspective for readers.\n\n“The TV advertising landscape is incredibly complex now, and there are more players in the space than ever,” said Marcien Jenckes, Managing Director, Comcast Advertising. “While most reports focus on a single view of this complexity, Comcast Advertising is in a unique position to see it from all angles – how viewers are viewing, buyers are buying, and sellers are selling. With this perspective, we are able to truly see what works and what doesn’t in today’s landscape, and provide fact-based insights and predictions about how advertisers can optimize their spend.”\n\nBelow are some of the key findings included in the report’s inaugural edition:\n\n\nViewers prefer live content on both TV and streaming. In fact, 89% of traditional TV viewing is spent watching live TV and 54% of digital video viewing is live\n\n\nViewers are exposed to more digital ads than ever before, as ad views on digital services increased by 45% from 2H20 to 2H21\n\n\nAudience targeted campaigns have increased by over 50% year-over-year, as advertisers turn to audience targeting to reach viewers, at scale, across viewing platforms\n\n\nProgrammatic ad views have grown 80% year over year, as advertisers see programmatic buying as a way to reach specific audiences more efficiently. There was also ...