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ANA Webinar Offers Highlights from Latest Comcast Viewership Data Reports

On Thursday, September 16, 2021, the Association of National Advertisers (ANA) hosted a webinar that featured several members of the Comcast Advertising team. The webinar, “The Evolving TV Landscape,” showcased data from the latest editions of Effectv’s Viewership Report (TVR) and FreeWheel’s Video Marketplace Report (VMR).

Travis Flood, Director of Consumer Insights at Effectv, and Julia Zangwill, Director, Advisory Services at FreeWheel, presented findings based on analysis of data from the two reports. That data was collected from more than 60 million U.S. households, including 17 million Comcast households, whose members watched more than 15 billion hours of TV during the first half of 2021.

Moderator Lee Singletary, Sr. Manager of Brand & Industry Relations at Comcast Advertising, then solicited specific guidance for advertisers and marketers from Travis and Julia. Their recommendations included the following.

Lee, Travis, and Julia concluded with four thoughts all advertisers and marketers should take to heart.

For more insights and advice, visit FreeWheel.com/insights to download the latest Video Marketplace Report and Effecv.com/Insights for the latest TV Viewership Report. To access the complete webinar, including a Q&A session with Travis and Julia and an opportunity to ask your own questions, visit ANA.net or click here

Sources:
[1] Comcast Aggregate Household Viewership Data. Average daily time spent with live and time-shifted (DVR/VOD) viewing.
[2] Comcast Aggregate Household Viewership Data. 1H 2021. Percentage of viewing occurring outside the house of 7p-11p. Average per quarter.
[3] Comcast Aggregate Household Viewership Data. Average number of networks viewed per month during Q1 and Q2 2021.
[4] FreeWheel U.S. Video Marketplace Report H1 2021. The Viewer Evolution.
[5] Comcast Internal Analysis of Effectv Streaming campaigns (January through June 2021).