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# Multiscreen TV-streaming campaigns beat social on attention, reach: Comcast
- URL: https://www.medianexis.com/multiscreen-tv-streaming-campaigns-beat-social-on-attention-reach-comcast/
- Published: 2026-10-06T13:52:17.000Z
- Updated: 2026-10-06T13:52:17.000Z
- Description: MediaPost’s Wayne Friedman reports that Comcast Advertising and MediaScience research on H1 2026 campaigns found big-screen ads deliver 36% more viewing time and 2.2 times the brand recall of social.
- Author: The Signals Desk
- Tags: Measurement, Wayne Friedman, Comcast: multiscreen TV ads double incremental ROAS

**Why it matters.** Buyers gain a sports-backed case for shifting budget toward multiscreen TV/streaming bundles over single-channel or social-only plans.

*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/multi-screen-brand-campaigns-drive-higher-attentio.html?ref=medianexis.com)*.*