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Premium Video Performance

Friday, June 13th, 2025 – 12:59 pm

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Assessing the Role of Multiscreen TV as a Full-Funnel Performance Driver

TV advertising, across both traditional and streaming environments, has long been a go-to for reach and brand building. But is it living up to its potential as a full-funnel performance driver?

In this exclusive report, Comcast Advertising and AdExchanger dig into how marketers are using TV today and where they want it to go. Based on a survey of 200 brand and agency executives, the research uncovers critical insights into how advertisers are evolving their approach to premium video, what’s holding them back, and what’s required to unlock TV’s performance potential.

Why Download This Report?

See how advertisers really use TV across awareness, consideration, and action—and where the gaps are
Understand what’s holding TV back from being as easy to plan, buy, and measure as digital
Learn what advertisers say will drive future investment in TV, from better attribution to end-to-end solutions
Discover how programmatic adoption and improved measurement are shifting TV’s role in the media mix
Gain insight into the evolving expectations brands and agencies have for premium video partners

Unlock the data and insights redefining premium video performance.

SEE THE INSIGHTS

Download the Premium Video Performance Report

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