Comcast Advertising’s first Multiscreen Performance Report makes a bold pitch: campaigns that paired traditional television with streaming delivered 2X the incremental return on ad spend of campaigns that leaned on a single tactic, and 2.4X more website visits, in first-half 2026 measurement. The report, released October 1, combines aggregated campaign data with outcome measurement from Innovid, Clarivoy and Mastercard, plus attention research from MediaScience.
For marketers planning a video budget, that sounds like a reason to stop choosing between TV and streaming. But the claim comes from the company selling both, and the fine print matters.
The headline results
Alongside the 2X ratio, Comcast reports that addressable TV produced a 38% incremental sales lift and that multiscreen campaigns were 105% more efficient at driving website visits. Reach figures show linear TV at 71% of unique multiscreen reach, streaming at 21%, and an 8% overlap.
“Advertisers are under more pressure than ever to prove their media dollars are performing, which is often measured only during conversion,”
said Dawn Lee Williamson, Chief Revenue Officer for Media Solutions at Comcast Advertising. Her argument: TV and streaming together capture attention and keep brands top-of-mind through the funnel.
Where the proof thins out
The release never states an absolute return. A 2X multiplier could mean $2.00 versus $1.00 per media dollar, or $0.60 versus $0.30. It also doesn’t define a “single tactic,” say how many campaigns were included, or show which measurement partner produced which result.
- Ask for baseline ROAS, not just the multiple.
- Check how a tactic is defined and whether budgets were matched.
- Ask which attribution partner measured which outcome.
- Ask how linear and streaming reach was deduplicated.
The attention claims raise a separate issue. The report’s 36% longer time viewing an ad and 2.2X higher brand recall match a FreeWheel and MediaScience lab study of 436 participants that tested a streaming-only environment, not linear TV. So those figures may not say what the TV label implies.
How to use the report
The most practical number may not be the headline. The 71/21/8 reach split suggests linear and streaming audiences overlap less than many planners assume, which is a genuine argument for combining both channels when reach is the objective.
Treat the 2X figure as a direction, not a benchmark. Seller-funded studies are common in TV measurement, but the IAB places platform-reported incrementality in its weakest evidence tier without independent control groups. That scrutiny matters because CTV is projected to reach 43% of total TV ad spend in 2026, roughly $38 billion, so every seller has an incentive to frame its inventory as the performance layer. Before you move budget, make the conversation about methodology, not just the multiplier.
Source: PPC Land
