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Why Addressable TV Should Be the First Step in Your 2026 Media Plan

As we move into the second half of 2025, advertisers are facing a familiar challenge: how to make the most of remaining budgets while laying the groundwork for a strong start to 2026. In this environment, addressable TV advertising isn’t just a smart addition – it’s a strategic imperative.

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The Sports Replay: A Campaign Analysis of Sports Advertising
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The Sports Replay: A Campaign Analysis of Sports Advertising

In a fragmented video ecosystem in which every impression counts, sports advertising delivers. Attracting millions of viewers, live sports programming is the ticket to large, engaged audiences. And as more sports content shifts to streaming, new pathways open up for advertisers to reach their intended viewers.

From Awareness to Action: Proving TV’s Efficacy in Driving Results Throughout the Purchase Funnel
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From Awareness to Action: Proving TV’s Efficacy in Driving Results Throughout the Purchase Funnel

Multiscreen TV, traditional or streaming TV, remains a key channel for brand awareness, but many brands have shifted to social media to drive immediate results and lower-funnel goals.

Research/Report

The Multiscreen TV Advertising Report 2H 2024

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Introducing Comcast Advertising’s Media Solutions

Read more about Introducing Comcast Advertising’s Media Solutions
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Start Spreading the News: Cable & FAST Are Better Together

Read more about Start Spreading the News: Cable & FAST Are Better Together
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March Madness: A Slam Dunk for Advertisers

Read more about March Madness: A Slam Dunk for Advertisers

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