Comcast Says It's Found the Ideal Ad Spend Balance Between Linear and Streaming

The company’s inaugural Comcast Advertising Report recommends how buyers should allocate budgets

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Comcast Advertising has an answer to the question buyers have been grappling with since the advent of ad-supported streaming: how much money should be spent on streaming?

In a newly released report based on proprietary data—the first edition of its inaugural Comcast Advertising Report, called Actionable Insights for the Modern TV Advertiser—Comcast looked at the implications of the landscape for viewers, buyers and sellers. The company recommends that advertisers allocate 20-30% of their premium video budgets for streaming, with the rest going to traditional TV.




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