As More Advertisers Seek to Use TV as a Full Funnel Marketing Solution, Comcast Advertising Unveils Several Industry-First, Performance-Based Solutions Across Its Portfolio of Brands

Comcast Advertising, the advertising division of Comcast, today unveiled an array of new performance-driven offerings across its portfolio to equip brands of all sizes with advanced measurement and attribution tools that demonstrate the clear impact of TV advertising throughout the marketing funnel.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250616280384/en/

Television has long been used as an effective centerpiece of advertisers’ media strategies, but in the social media era of ‘last click’ attribution and immediate reporting, TV does not always get the credit it deserves for influencing action and driving sales. A new study from Comcast Advertising in partnership with AdExchanger shows that advertisers are 30% more likely to use TV to build awareness rather than to drive action. However, 63% of advertisers said they would increase spend if there was more attribution demonstrating uplift in consumer spend linked to TV ad exposure.

By introducing enhanced attribution solutions for national to regional advertisers, Comcast Advertising is demonstrating TV’s effectiveness at delivering lower funnel results, including sales and conversion data.

"At Comcast Advertising, our goal is to help advertisers unlock the full potential of TV by making it more measurable, actionable, and aligned with business outcomes,” says James Rooke, President of Comcast Advertising. “The truth is, TV is a results engine that connects top and bottom funnel in a way that no other medium can. Endless studies have shown this. However, we don’t make TV advertising as easy or seamless as social media platforms do. Our goal across Comcast Advertising is two-fold: make it easy and prove it works.”

In its continuing work to illustrate the connection between TV campaigns and business outcomes, Comcast Advertising is announcing three new innovations in performance, many of which are first to market:

Mastercard Partnership with Comcast Advertising Enables Accurate Campaign Measurement for Advertisers of all Sizes

• Comcast Advertising is partnering with Mastercard to increase the accuracy of campaign analysis by analyzing the effect ad campaigns have on geographically aggregated spend.
• The fidelity of Comcast’s data, paired with the broad scale and reach of Mastercard’s acceptance allows this Comcast Media Solution offering to be used not only by large national but also regional advertisers.
• With beta testing sales lift across key categories like automotive, retail, home services and furniture, advertisers can be confident their media spend is delivering the most impact, and change up the campaign, if it is not.
• For instance, a recent study of campaigns for five major Home Improvement & Furnishing brands revealed a 3x incremental return on ad spend as well as increases to store traffic, average order value and consumer spend.

Marpipe Partnership with Universal Ads Introduces Dynamic Product Ads Within Connected TV for the First Time