Multiscreen Campaigns Increasingly Key to Driving Advertising Success with Consumers

Comcast Advertising released new findings from its Multiscreen Performance Report, which provides insight into how advertising impacts outcomes throughout the buyer journey. This is a realm that much of the streaming industry is focused on, including Paramount Advertising, Amazon Ads, Disney Advertising, NBCUniversal Advertising Hub and Warner Bros. Discovery Advertising, as these divisions look to maximize platform revenue and audience engagement for their corresponding media platforms (Comcast, Paramount+, Prime Video & Amazon MGM Studios, Disney Streaming, Peacock and Warner Bros. Discovery).

The report findings reveal that multiscreen TV campaigns deliver a twice the incremental return on ad spend and drive 2.4 times more website visits, versus campaigns using only one tactic. Additionally, the data showed that sports streaming campaigns, fueled by events like the Milano Cortina Winter Olympics, March Madness, and the FIFA World Cup 2026™, had a 52% unique reach, capturing hard-to-reach households 10x more effectively than TV alone.

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While streamers are focusing on all types of content to achieve subscription growth and audience retention, live sporting events have been a focal point for several media brands. Using agentic audience insights and decision intelligence solutions is unlocking these evasive viewers through dataset layering to understand their complex viewing habits.

“Advertisers are under more pressure than ever to prove their media dollars are performing, which is often measured only during conversion. In reality, it starts earlier: when quality access meets the right data to capture true attention,” said Dawn Lee Williamson, Chief Revenue Officer, Media Solutions, Comcast Advertising. “When TV and streaming are paired together, it helps brands capture attention and stay top-of-mind to help drive the measurable results they need. We hope this research helps advertisers make more informed decisions about where and how to invest their media dollars.”

As the streaming entertainment industry continues to evolve, sports content is becoming a leading driver for platforms to drive subscription and advertising revenue growth. According toa report from Parks Associates, over a third (38%) of U.S. Internet households subscribe to at least one sports-specific streaming service. This is up from just 4% in 2019. For example, nearly one-third of NFL game broadcast revenue is generated by streaming services including Netflix, Prime Video & Amazon MGM Studios, NBCUniversal (Peacock) and Paramount+.

While NFL games drive viewers due to fan loyalty, advertising engagement is a major factor for revenue. As the Parks Associates study reports, 52% of NFL and college football viewers engage with interactive features while watching. This makes understanding audience needs and specific viewer demands critical to delivering campaigns that engage fans and succeed for advertisers.

“The ability to deliver interactive, data-driven, and personalized experiences is changing how audiences connect with their favorite teams and leagues," explains Michael Goodman, Parks Associates senior contributing analyst. "Our research illustrates the huge potential for new monetization models as engagement deepens across connected screens.”

Beyond sports, the Multiscreen Performance Report reveals that, when compared to social media, TV exposure leads to at least 36% more time spent viewing an ad and 2.2X higher brand recall. Plus, it states that traditional TV delivers 71% of unique multiscreen reach and streaming delivers 21%, with just 8% overlap between the two, underscoring the need for advertisers to leverage both TV and streaming to maximize campaign reach.

"Entertainment and media companies are heavily relying on their advertising divisions to provide advertisers with insightful placements and captivating content to drive advertising engagement with viewers," explains Mark Langsfeld CEO of mTab, a leading decision intelligence platform for streaming and media platforms. "The backbone of this for many streaming advertising divisions is through agentic data layering, which overlays various data sources to get a deeper, more holistic view of audience segments and viewer behavior to drive advertising performance."

The increase in advertising engagement is a major factor in why prescriptive analytics is becoming vital to entertainment brands. Organizations using AI agents can integrate their platform data, syndicated industry reports, audience surveys and internal studies into a single source to deliver deeper insights for faster decision velocity.

Beyond this, agentic advertising solutions like mTab 's campaign ROI optimization analyze and optimize advertising spend across viewer segments by content type to maximize audience reach. This prescriptive approach helps media companies enhance their strategic investments, significantly reducing wasted spend.

As competitive content cycles continue to shorten, now averaging just three years, the ability to adapt swiftly is of paramount importance. Media brands leveraging agentic decision intelligence typically see decision velocity improve two to three times, underscoring the need for rapid, informed decision-making.

Discover why leading global media brands like Paramount, ESPN, Netflix and Disney Streaming are relying on decision intelligence to turn their enterprise data into prescriptive insights and automated actions to elevate their brands, enhance their content and create happier viewers.

Unlocking Advertising Engagement with Data Driven Decision Intelligence