What the report covers
Comcast Advertising’s first-half 2025 report analyzed more than 30,000 multiscreen TV campaigns across more than 30 million Comcast households — a large, single-publisher dataset that offers a genuinely useful read on how streaming and traditional TV work together inside real campaigns.
The three numbers worth knowing
Three findings from the report do most of the work in a reach conversation:
Traditional TV still carried the majority of reach: 75% of multiscreen campaign reach came from traditional TV, with streaming filling the rest. That’s a useful corrective on its own — streaming extends a plan, it doesn’t yet replace the reach base a traditional buy delivers.
Streaming’s reach was also meaningfully incremental: 60% of the households reached by streaming were not reached by the traditional TV portion of the same campaign. That’s the core incrementality argument for adding streaming to an existing linear plan, backed by campaign-level data rather than survey response.
And streaming did particular work among a specific audience: streaming impressions were 6.8 times more likely to reach light-TV and no-TV households than the traditional TV portion of the same campaigns.
The caution that has to travel with these numbers
Comcast is explicit that these findings use Comcast’s own campaign and household data, and Comcast’s own definitions of “light-TV” and “no-TV” households. That doesn’t make the numbers less useful — a 30,000-campaign, 30-million-household dataset is a real sample — but it does mean the 75%, 60%, and 6.8x figures describe how audiences behaved on Comcast’s platform specifically, not a universal industry constant. Keep the attribution attached any time these numbers get reused.
The takeaway: Traditional TV still anchors reach, and streaming’s real job is adding incremental households — especially light- and no-TV ones — that a linear-only plan structurally can’t reach. Build that math into your next brief.