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The 2023 Comcast Advertising Report: Actionable Insights for the Modern Multiscreen TV Advertiser

Effectv
November 27, 2023 |
4 minute read

“In our industry, the only constant is change. But with the right insights—you can be ready for what’s next,” said James Rooke, President, Comcast Advertising.

Since the inaugural Comcast Advertising Report launched one year ago, the industry has maintained its breakneck speed of change. TV viewing continues to proliferate across more screens and increasingly global distribution services, shift toward a more data-driven audience-first model, and execute through more automated channels. And as a result, both buyers and sellers are faced with difficult questions about navigating this increasingly complex world in a way that delivers on the needs of the two key constituents – the marketer and consumer – while making the economics work across the media supply chain.

The 2023 Comcast Advertising Report was designed to help simplify the complexity that buyers and sellers are facing today as TV viewing continues to shift. This second annual report analyzes data insights across Comcast Advertising; in addition to viewership data insights from Effectv’s TV Viewership Report, it includes platform insights from FreeWheel – Comcast’s advertising technology platform – to offer a unique perspective into TV advertising on all screens.

What’s Included in the Report

 

How Viewers are Viewing:

Comcast Advertising Report AMA Baltimore

  • Viewers still prefer the big screen: Households still spend nearly 6 hours per day watching traditional TV, and 82% of streaming viewing happens on a TV screen.
  • Viewers perceive FAST and AVOD as premium TV content.
  • Viewership is diverse, with 72% of viewing occurring outside of prime and across an average of 30 networks.

What This Means for Marketers and Advertisers: Seek out premium video providers with inventory sources across linear and streaming, dayparts, and networks to have the best chance of reaching consumers at scale.

How Buyers are Buying: 

  • TV ad buyers have embraced multiscreen; an analysis of over 35,000 multiscreen campaigns showed traditional TV continues to be the foundation of advertising campaigns providing 78% of unique reach with multiscreen campaigns, with streaming serving as an audience extension.
  • Buyers are also leveraging the power of sports to increase multiscreen reach. One-third of households reached by sports were incremental to the campaign and would not have been reached by non-sports programming alone.
  • Buyers are increasing programmatic deals and adding addressable and data-driven linear to maximize reach.

What This Means for Marketers and Advertisers: Be aware of and understand how to combine strategies to maximize reach of all potential customers at all buying stages.

How Sellers are Selling:

  • Audience targeting continues to grow, with 51% YOY growth comparing 2H 2022 to 2H 2021.
  • FAST is changing the landscape; in the US, FAST now accounts for 30% of total ad views as publishers look to monetize more impressions in ad-supported content.
  • Sellers are incorporating customer data with more focus on privacy through new technologies; 87% of marketers use first-party data.

What This Means for Marketers and Advertisers: Capitalize on the automation and efficiency of programmatic buying, and leverage data in new ways to ensure their messages are reaching the right audiences. Advertisers should prioritize sellers who offer privacy-first data enablement solutions that work across different primary data owners.

And More:

  • 5 Topics on the Mind of Buyers
  • What’s Working for Advertisers
  • 5 Predictions on What’s Next

Download a copy of the report today for actionable advice about how to optimize reach, optimize connection, and optimize results in a modern TV advertising landscape.

Sources:

  • Effectv TV Viewership Report, 2H 2022.
  • FreeWheel Video Marketplace Report, 2H 2022.
  • Comcast Advertising, MediaScience study, May 2023, n=284.
  • Effectv TV Viewership Report 2H 2022, based on Comcast Aggregated Viewership Data combined with Ad Exposure Data from TV + Effectv Streaming campaigns, Jul-Dec 2022.
  • Comcast Internal Analysis of Aggregated Sports Ad Exposure. Jan – December 2022. Results from 15,000+ Effectv traditional TV campaigns.
  • Comcast Internal Analysis of Aggregated Ad Exposure data from advertiser Addressable & multiscreen TV campaigns (n=149), Nov 2022 – Mar 2023.
  • FreeWheel Video Marketplace Report 2H 2022, FAST Channels Redefine Distribution.
  • Advertiser Perceptions commissioned by FreeWheel, May 2023.
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Effectv

Effectv, the advertising sales division of Comcast Cable, helps local, regional and national advertisers use the best of digital with the power of TV to grow their business. It provides multi-screen marketing solutions to make advertising campaigns more effective and easier to execute. Headquartered in New York with offices throughout the country, Effectv has a presence in 66 markets with nearly 35 million owned and represented subscribers.
Effectv, the advertising sales division of Comcast Cable, helps local, regional and national advertisers use the best of digital with the power of TV to grow their business. It provides multi-screen marketing solutions to make advertising campaigns more effective and easier to execute. Headquartered in New York with offices throughout the country, Effectv has a presence in 66 markets with nearly 35 million owned and represented subscribers.

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