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# Comcast research: multiscreen TV/streaming beats social on attention, recall
- URL: https://www.medianexis.com/comcast-research-multiscreen-tv-streaming-beats-social-on-attention-recall/
- Published: 2026-10-15T21:47:06.000Z
- Updated: 2026-10-15T21:47:07.000Z
- Description: MediaPost’s Wayne Friedman reports that Comcast Advertising’s H1 2026 research, done with MediaScience, Innovid and Mastercard, found big-screen ads deliver 36% more viewing time than social media and 2.2 times higher brand recall.
- Author: The Signals Desk
- Tags: Measurement, Wayne Friedman, Comcast multiscreen H1 campaigns drive attention

**Why it matters.** Buyers get fresh ammunition to justify TV and streaming budgets against social platforms as attention currencies gain traction in negotiations.

*Signal from* [*mediapost.com*](https://mediapost.com/?ref=medianexis.com) *·* [*Wayne Friedman*](https://www.medianexis.com/tag/by-wayne-friedman/) *·* [*read the original*](https://www.mediapost.com/publications/article/418495/comcast-multiscreen-h1-campaigns-drive-attention.html?edition=144158&ref=medianexis.com)*.*