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Comcast study suggests ad strategies for ‘The New TV’

March 07, 2019 / Ben Munson

Comcast Spotlight, the company’s advertising sales division, released a new study with suggestions for how advertisers can best optimize campaigns for a “New TV” landscape.Spotlight cited broader access to programming and deeper viewership data as two reasons why television and television advertising has evolved so much over the past 20 years, while affirming that TV is still an extremely popular medium.“Contrary to the accepted industry narrative, TV today is thriving, with time spent viewing video reaching new highs, and it remains the most powerful way to reach consumers. It’s just a new TV, one that has evolved with more content and more consumer access,” said Hank Oster, chief operating officer and senior vice president at Comcast Spotlight, in a statement. “It’s important we help advertisers understand the way the medium has evolved and how to harness the abundant time spent and its reach to grow their businesses.” In particul...