Although traditional media buyers continue to use streaming and digital video platforms to extend overall TV entertainment program reach, a survey from Comcast Advertising says sports TV advertising in particular -- mostly from linear TV -- can add unique reach as well.

Analysis coming from more than 20,000 multiscreen TV advertisers shows that 8% of total campaign reach came from sports programming unique reach, with 65% coming from non-sports TV content; 9% from streaming; with 18% accounting for duplication of that reach.

Overall, the study says, 42% of all TV households reached by sports programming were incremental to campaigns. The data comes from Comcast’s internal analysis of more than 10,000 sports and TV streaming campaigns in the second half of 2021 from its ad-selling unit, Effectv.

Looking specifically at streaming, the report's analysis finds that among multi-screen campaigns, reach is highest when 20% to 30% of advertising investment is allocated to streaming.

“While advertisers should consider adjusting within 10% to 40% depending on the audience, the analysis found that beyond 40%, streaming benefits are outweighed by the minimization of traditional TV,” says the report authors.

The report also says programmatic TV media buying is seeing continued growth -- up 80% versus a year ago in programmatic ad views -- and that in the second half of 2021, “guaranteed” programmatic deals increased to now total 60% of all programmatic video impressions versus non-guaranteed programmatic impressions.