Mastering the Multiscreen

Reaching audiences today means navigating a complex web of screens and platforms. For agencies guiding clients through this landscape, data-driven insights are crucial. Comcast Advertising’s 2H 2024 Multiscreen TV Advertising Report offers valuable benchmarks based on extensive data, helping agencies craft smarter, more effective campaigns.

Here are the strategic takeaways for your agency and clients:

1. 1. Multiscreen Isn’t Optional, It’s Essential: Gone are the days of choosing between TV or streaming. The report confirms a combined strategy is key to maximizing reach. While traditional TV remains the powerhouse for scale (driving 77% of unique campaign reach), streaming is vital for adding incremental audiences, with nearly two-thirds (65%) of households reached by streaming not being captured by the traditional TV component.  

• • • Client Conversation: Emphasize that maximizing reach requires embracing both traditional TV and streaming synergistically.

1. 2. Streaming Unlocks Hard-to-Reach Audiences: Streaming excels at connecting with viewers who watch little or no traditional TV. In fact, streaming ads are 7x more likely to reach these light/no-TV households.  

• • • Client Conversation: Position streaming as a strategic tool to access valuable demographics potentially missed by traditional TV-only plans.

1. 3. Addressable Adds Precision and Power: Incorporating addressable advertising significantly enhances campaign effectiveness. It delivered over a third (37%) of unique target reach and boosted target frequency by 75% in the campaigns studied.  

• • • Client Conversation: Discuss addressable as a way to improve efficiency and impact by focusing impressions on the most relevant households.

1. 4. Strategic Pillars for Broader Reach: The report highlights that maximizing unique household reach requires a diversified approach:  

• • • Varied Content: Advertise across a mix of genres like news, sports, and entertainment to appeal to different viewer segments.  
    • Multiple Platforms: Don’t rely on just one or two streaming services; leverage multiple platforms to combat fragmentation.  
    • Beyond Primetime: Reach audiences whenever they’re watching – 73% of traditional TV viewing happens outside primetime.  
    • Consistent Presence: Build reach over time. Most campaign reach (60%) accumulates after the first month, underscoring the value of consistent advertising.  

1. 5. Data-Backed Budget Guidance: Looking for a starting point for budget allocation? The data suggests optimal reach occurs with approximately 70% investment in traditional TV and 30% in streaming. Adding addressable? Consider it as an incremental ~30% investment.  

• • • Client Conversation: Use these benchmarks as data-informed starting points when planning campaign budgets across channels.

The Bottom Line for Agencies: Success in today’s media environment demands a sophisticated, data-driven multiscreen approach. These insights from Comcast Advertising provide a strong foundation for strategic planning and client counseling, helping you deliver campaigns that effectively reach audiences wherever they are watching.