A report from Comcast Advertising and MediaScience, analyzing over 30,000 campaigns, finds that multiscreen advertising strategies deliver 36% more ad viewing time and 2.2 times higher brand recall than social media. The study also highlights that combining traditional TV and streaming increases website visits by 105% compared to single-channel approaches.
The findings validate the necessity of a hybrid buy, as the 105% increase in website visits suggests that streaming is no longer just a reach extension but a primary driver of lower-funnel conversion. For the broader ecosystem, the 52% reach contribution from sports streaming during major 2026 events confirms that live sports have become the definitive bridge for migrating linear audiences to digital environments. This shift forces a reevaluation of media mix models that previously favored social platforms for engagement. Watch for whether Innovid and MediaScience report a narrowing of the 8% overlap as cord-cutting accelerates through the second half of 2026.
As advertisers look to optimize their cross-platform presence, Australian streaming ad tiers provide a global benchmark for how quickly consumers are adopting ad-supported models to manage subscription costs.
A new study by Comcast Advertising and MediaScience reveals that multiscreen advertising strategies, combining traditional TV and streaming, generate a 105% increase in website visits. This hybrid approach is critical for advertisers, as it delivers 2.2 times higher brand recall and proves that streaming is a primary driver of lower-funnel conversion.
According to the Comcast Advertising report, multiscreen advertising strategies drive a 105% increase in website visits.
The study found that cross-platform, multiscreen approaches generate 2.2 times higher brand recall compared to single-platform campaigns.
Traditional TV maintains 71% unique reach compared to 21% for streaming, with only an 8% audience overlap between the two mediums.
Sports streaming accounted for 52% of brand reach for campaigns tied to major 2026 events like the Olympics and the World Cup.
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