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Comcast research: multiscreen TV/streaming beats social on attention, recall

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.

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 · Wayne Friedman · read the original.

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