1、2H 2022MULTISCREEN AUDIENCE INSIGHTS FOR CAMPAIGN SUCCESSAbout the DataIntroduction 2H 2022 Key FindingsMultiscreen Campaigns Reach Audiences Where They WatchThe Latest in:Traditional TV ViewershipThe Latest in:Streaming ViewershipMultiscreen Campaign Insights TV Drives the Majority of Campaign Reac

2、h Streaming Adds Incremental Reach&Frequency Streaming Delivers Hard-to-Reach HouseholdsAVOD and FAST Viewing BehaviorMultiscreen RecommendationAuthors3456789Contents121314 2023 Comcast.All rights reserved.Comcast confidential and proprietary information.2|Efgectv TVR 2H 2022Data insights increasing

3、ly fuel the way in which multiscreen TV advertising is planned and bought.This report,published biannually,provides an ongoing benchmark to help marketers use TVs reach and precision across screens to be more efgective in delivering results than ever before.The data set used for this report is compr

4、ehensive,independently aggregated viewership data collected from more than 29 million households(HHs),whose members watched nearly 14 billion hours of TV.Additionally,ad exposure data from 37,000 multiscreen campaigns garnering over 3 billion impressions is included in this report.About the Data 202

5、3 Comcast.All rights reserved.Comcast confidential and proprietary information.3|Efgectv TVR 2H 2022Introduction*Endpoints are unique publisher and device viewership combinations.Further analysis shows that a multiscreen approach is the key to reaching the largest,most receptive audience available t

6、o marketers.The additional pathways to viewers provide productive reach opportunities,particularly for those lighter TV viewing HHs.Streaming is an important resource to reach these viewers,bolstering its role as an incremental reach model with viewers overall.To achieve this,marketers must partner