康卡斯特：2026年广告行业研究报告：面向现代电视广告商的实操性投放建议（英文版）（25页）.pdf

1、2026COMCAST ADVERTISING REPORTActionable advice for the modern TV advertiser Dear reader,The TV advertising space shows no sign of slowing down.As audiences seamlessly move between screens and platforms,it is only growing more complex for brands to navigate.One thing remains constant:viewers love pr

2、emium entertainment experiences and TV has the ability to drive real connections and results for advertisers.2026 promises to be a momentous year for the TV industry,from the Milan-Cortina Olympics and Super Bowl to the World Cup and U.S.political midterms all as AI shifts the industry and acts as a

3、 tailwind to address many of the complexities that have held advertisers back from TV in the past.Developed from our unique position between viewers,buyers,and sellers of multiscreen TV,the Comcast Advertising report aims to provide holistic perspective and actionable advice for advertisers heading

4、into the year ahead.Lets dive in.James Rooke President,Comcast AdvertisingEvolving to meet audiences 2026 Comcast.All rights reserved.Comcast confidential and proprietary information.Comcast Advertising Report:Actionable Advice for the Modern TV Advertiser|2How viewers are viewing 2026 Comcast.All r

5、ights reserved.Comcast confidential and proprietary information.Comcast Advertising Report:Actionable Advice for the Modern TV Advertiser|3How viewers are viewingViewers are choosing ad-supported streaming01Q:Of the services you subscribe to or have access to,do they have ads?145%44%11%Some have ads

6、,some are ad-freeAll have adsAll ad-free89%of viewers who watch video content subscribe to ad-supported tiers.2026 Comcast.All rights reserved.Comcast confidential and proprietary information.Comcast Advertising Report:Actionable Advice for the Modern TV Advertiser|4How viewers are viewingViewers lo