Comcast Says Combined TV and Streaming Delivers 2x Return Over Single-Channel Buys
· 2h ago · Originally reported by PPC Land
Comcast released H1 2026 data showing linear TV drove 71% of multiscreen reach for advertisers, streaming accounted for 21%, with 8% overlap. The company claims advertisers using both tactics together saw twice the return compared to single-platform buys.
Why it matters
This matters because advertisers are constantly deciding how to split budgets between traditional TV and streaming. If combining both truly doubles results, it strengthens the case for cross-platform ad strategies rather than choosing one channel over the other.
Explain it like I’m new here
It's like fishing with both a net and a rod at the same time — Comcast is saying you catch way more fish using both methods together than picking just one.
Terms in this story
Linear TV
Linear TV is traditional scheduled television, broadcast, cable or satellite, where viewers watch programmes at the time the channel airs them, with ad breaks sold to all viewers of that channel.
Reach
Reach is the number (or percentage) of unique people or households who saw an ad at least once during a campaign, as opposed to the total number of impressions.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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