Audience-Targeted TV Ads Grew 51% Last Year: Comcast Report

At just under six hours per day, traditional TV viewing is far from dead.   Still, this Comcast study reports 21% of advertisers are reducing their linear budgets – far more than social, streaming, or addressable TV.  The bigger news is that 73% of marketers are using addressable TV, 87% are using first party data, and last year saw a 51% increase in audience-based targeting.