Advertisers Prefer Premium Video Despite Economic Uncertainty, According to Comcast Report

The company released its annual findings, noting that traditional TV is still a media plan staple

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In the face of economic uncertainty, advertisers still want premium experiences.

Today, Comcast Advertising, the ad sales division of Comcast Cable, announced the second installment of its annual Comcast Advertising Report.

The study provides insights on engagement and consumption trends across streaming and linear TV advertising, also making actionable recommendations and predictions based on analysis of billions of impressions from Comcast Cable’s ad sales division, Effectv; its ad technology platform, FreeWheel; and through commissioned research into viewing and buying habits from the company’s research partners.

Among the significant findings, the report notes that 94% of advertisers anticipate maintaining or increasing spend on premium streaming in the next 12 months.



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