Inclusion of free, ad-supported streaming/FAST channels is one of several characteristics shared by 70% of the multiscreen TV campaigns that achieve the greatest reach.
That’s according to the first-half 2023 edition of the TV Viewership Report from Effectv, Comcast Cable’s ad sales division, based on analysis of 40,000 multiscreen campaigns using both traditional TV and streaming during the period. Comcast aggregated viewership data and ad exposure data from TV and Effectv campaigns was used.
Analysis of the 1,000 highest-reaching campaigns found that 88% included FAST channels, 96% included news content, and 80% included sports content.
In addition, 98% included impressions across dayparts; 90% included more than 20 traditional TV networks; 83% had more than 90 streaming endpoints (unique publisher and device viewership combinations); 78% were on air for more than 90% of the month; and 76% streamed on at least two devices, with 40% streaming on four or more.
The analysis also found that while streaming-only’s share of reach increased from 9% in second-half 2021 to 13% in 1H 2023, traditional TV still accounted for 77% of multiscreen campaign reach, on average.
Streaming impressions overall were found to be 4.6 times more likely than traditional TV impressions to be seen within light and no-TV viewing households.
FAST impressions reached 85% of those households, making them 10.6 times more likely to be seen, while VOD impressions reached 25% of them.
Effectv also confirmed and reiterated its previous finding that multiscreen campaigns’ reach peak when 20% to 30% of a campaign’s investment is in streaming.
The analysis found 81% of streaming time occurring on a TV screen, with 48% of impressions viewed through connected TV, 33% on set-top boxes, 13% on mobile and 6% on desktop.
Households were found to spend nearly six hours per day (5 hours, 56 minutes), on average, watching traditional TV.
Live viewing accounted for 89% of that time, and cable for 68%. Nearly two thirds (72%) of viewing was outside prime time. On average, households viewed 28 networks.