Reading Comcast's incrementality numbers correctly
Comcast's 1H 2025 multiscreen report found streaming was 6.8x more likely to reach light- and no-TV households. Here's the context that number needs to travel with.
Read the postField notes
Reading the numbers
before you plan around them.
Short, sourced breakdowns of the CTV and streaming research that actually changes a media plan — what moved, what it means, and where it came from.
What Nielsen's Q1 2026 Gauge says about where viewing actually happens
Ad-supported streaming captured a record 46.6% of ad-supported TV viewing in Q1 2026. Here's how to read that number without over-claiming it.
Read the postInteractive formats and the recall lift buyers keep asking about
Roku and Dentsu's research on shoppable TV points to a real attention and recall advantage for interactive formats — with real limits on how far the numbers travel.
Read the postDigital video is about to cross 60% of TV budgets
IAB's 2026 outlook projects U.S. digital video spend past $80 billion, with digital video crossing 60% of total TV and video ad spend for the first time. Here's what that shift means for a media plan.
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