Press Release

THE NEW TV: New Research dispels myths and defines best practices for advertisers in “The New TV” Landscape

NEW YORK – March 7, 2019 – Effectv, the advertising sales division of Comcast Cable, today released a research whitepaper entitled, “The New TV: Redefining Video for Viewers and Advertisers.” The paper explores how fundamental shifts in the TV viewing experience have opened new opportunities for advertisers. New distribution points and technological advancements have enabled TV advertisers to reach consumers throughout the full marketing funnel. The New TV comes with new rules, however, and demands refined advertising strategies to achieve the most effective results.

“Contrary to the accepted industry narrative, TV today is thriving, with time spent viewing video reaching new highs, and it remains the most powerful way to reach consumers. It’s just a new TV, one that has evolved with more content and more consumer access,” said Hank Oster, chief operating officer and senior vice president, Effectv. “It’s important we help advertisers understand the way the medium has evolved and how to harness the abundant time spent and its reach to grow their businesses.”

“Our clients are asking us for new ways to use TV that drive greater addressability and more accountability. But change is hard,” said Justin Evans, vice president of data strategy, Effectv. “Big data has arrived in TV. It has expanded the way advertisers can use the medium, not just for awareness, but as a full funnel solution, to drive consideration and conversion as well.”

Consumers: Richer Content, Unfettered Access

According to the paper, programming has been on a 20-year journey, moving from mainstream fare to increasingly more sophisticated storytelling. Quality content and access to that content has never been stronger, pushing viewers’ time spent with video to new highs. Proof points include the following:

Marketers: New Data, Smarter Advertising

More advanced data is another key factor shaping The New TV, creating a new value proposition for the medium.

“While new viewing options have made TV advertising more complex, data helps to solve some of these complexities by making TV smarter,” said Evans.

More robust data comes from a variety of sources, such as advertisers, TV manufacturers and MVPDs, including Comcast set-top box (STB) data. With the data insights now available, marketers can focus on specific customer segments beyond broad age and gender criteria, similar to targeting in digital media.

Campaign goals can shift from driving broad awareness to driving lower funnel metrics, including consideration, intent and sales. It shifts the focus from exclusively using content to reach audiences and requires broadening the scope of networks, dayparts and programs.

Best Practices: Driving Advertising Results

In order to optimize a campaign in The New TV landscape, advertisers must let go of long-held assumptions and understand the new viewing realities. For instance, according to insights gained from Comcast STB data:

Effectv has been working with advertisers on deploying data-driven campaigns, reflective of The New TV marketplace, in more than 25 markets. The learnings, as shared in the paper, reinforce the benefits of employing The New TV tactics.

For instance, Effectv’s analysis of traditional TV campaigns in comparison to campaigns employing the rules of The New TV uncovered the following best practices, according to insights gained from Comcast STB data:

To support TV’s evolution as a full-funnel solution, Comcast Spotlight is also working to help advertisers prove attribution by measuring the success of a TV campaign in driving visitors to an advertiser’s website.  Again, research showed that in one case study employing The New TV tactics—including a balance of audience and content-focused targeting—website visits showed a 13% lift during the course of the campaign, compared to a 5% lift using a content-focused strategy alone.


About Effectv

Effectv, the advertising sales division of Comcast Cable, helps put the power of cable to use for local, regional and national advertisers. It is focused on providing multi-screen marketing solutions to reach audiences most effectively and efficiently. Headquartered in New York with offices throughout the country, Effectv has a presence in nearly 60+ markets with more than 37 million owned and represented subscribers. For more information, visit

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