Analytics

The most effective strategies are built on research, data and analysis. Comcast Media 360 partners with recognized leaders to help clients identify and reach audiences, and to show the direct, measurable impact of their marketing investments.

Four Questions that Define the Comcast Media 360 Approach

  • Who is the ideal audience, and which data partners can best construct a target audience profile?
  • What platforms best align with how that audience is consuming media?
  • How will we measure results against the campaign objective?
  • What lessons learned will improve future campaign effectiveness and efficiency?

Industry Data Underscores the Brand-Building Power of Comcast Media 360’s Solutions

  • 23 mm+
    unique monthly visitors

    to XFINITY.com

    — comScore Media Metric, U.S., 3/3/16 book avg., & comScore, Industry Trust, XFINITY, 1Q16
  • 2 billion
    monthly page views

    on XFINITY.com

    — comScore Media Metric, U.S., 3/3/16 book avg., & comScore, Industry Trust, XFINITY, 1Q16
  • 14.6
    avarage visits per user

    per month to XFINITY.com

    — comScore Media Metric, U.S., 3/3/16 book avg., & comScore, Industry Trust, XFINITY, 1Q16
  • 30.1 minutes
    avarage time spent

    per visitor within the video platform on XFINITY.com

    — comScore Media Metric, U.S., 3/3/16 book avg., & comScore, Industry Trust, XFINITY, 1Q16
  • 35+ hours
    per month

    spent by the average U.S. adult watching live and time-shifted television

    — eMarketer, “TV is Still Tops for Time with Media,” July 2016
  • 142%
    year-over-year increase

    in authenticated ad views in long-form and live digital content from television programmers

    — Freewheel “Video Monetization Report,” Q4 2015
  • 18%
    year-over-year increase

    in video viewing on smartphones by U.S. adults (age 18+)

    — Nielsen “Total Audience Report,” Q1 2016 (2016 vs. 2015)
  • 66%
    of digital video viewers

    took action after seeing an ad

    — Yume.com/PowerOfVideo, September 2016
  • 25%
    of digital video viewers

    purchased a product after seeing a video ad

    — Yume.com/PowerOfVideo, September 2016
  • 73%
    of digital video viewers

    remember more from video than other types of content

    — Yume.com/PowerOfVideo, September 2016
  • 80%
    of digital video viewers

    had an emotional reaction while watching an ad

    — Yume.com/PowerOfVideo, September 2016
  • 50%
    of digital video viewers

    are more likely to pay attention to a digital video ad than ads with images or text only

    — Yume.com/PowerOfVideo, September 2016
  • 7+ hours
    per day spent

    by the average U.S. adult watching video on TV and digital devices

    — eMarketer “StatPack: The Evolving Landscape of U.S. TV & Video Advertising and Consumption,” November 2016
  • 77%
    of minutes spent

    by U.S. adults aged 18-34 viewing video is spent watching TV; 23% is spent watching on digital devices

    — VAB, “State of Digital Video: Multi-screen Insights—1Q16,” Aug ‘16
  • 182 mm+
    Americans are projected

    to use the internet while watching TV at least once per month

    — eMarketer “Even During TV Time, Digital Devices Play Prominent Role,” 5/16
  • 34%
    of television viewers

    researched a product they saw an ad for after watching TV

    — yume.com/TV_Meets_Digital, “TV Meets Digital: A Day in the Life,” March 2015
  • 52%
    of all U.S. VOD

    viewing comes from Comcast customers

    — comScore/Rentrak, Comcast FOD vs. Industry Avg. Report, 01/13-12/15
  • 86%
    of Comcast households

    with video on demand use the service monthly

    — Comcast internal set-top box data, April 2016
  • 80%
    of VOD viewers

    seeing an ad 4+ days after the original airing indicate a higher ad relevance rating compared to 58% for general viewing

    — Frank M. Magid Associates, VOD Ad Study, April 2015
  • 31%
    of VOD viewers

    seeing an ad 4+ days after the original airing say the ad made them want to visit the brand website compared to 17% for general viewing

    — Frank M. Magid Associates, VOD Ad Study, April 2015

    Comcast Media 360 partners with many of the industry’s leading data, analytics and research firms to deliver data-infused campaign planning and ROI measurement.