Streaming Ads Expand ‘Reach’ of Linear TV: Comcast's Effectv

Complementing traditional linear TV ad strategies with “premium long-form streaming” will grow “incremental” audience reach and “increase exposure with households less likely to be tuning in the traditional way,” reported Effectv, Comcast’s advertising sales division. It studied more than 20,000 “cross-platform” ad campaigns in 2021's first half, finding “57% of reach from streaming in those campaigns was incremental to linear TV campaigns,” it said Friday. It found streaming “impressions” were 209% “more likely to be served within households that viewed little or no traditional TV,” it said. Findings “demonstrate the tremendous ability of linear TV to reach audiences” and reinforce “how smart advertisers use streaming as a way to expand reach,” said John Brauer, Effectv vice president-insights and analytics. “Streaming advertising consistently extends traditional TV campaign reach.”