A new report from Effectv that studied more than 200 political ad campaigns in the first half of 2022 concludes that when it comes to achieving the best results from TV, politicians should spend 10%-20% on campaign ads on streaming and the rest on traditional TV.
Effectv, the local advertising sales division of Comcast Cable, has struck a deal with Comscore, for its local TV measurement product, to be a “new form of currency” for Comcast’s local cable TV advertising deals. With the deal, Effectv will use Comscore’s audience impression-based measurement product for local advertising clients.
Comcast Cable is renaming its Spotlight advertising sales division as Effectv to reflect that in a changing television environment, it can show advertisers the impact of the campaigns it runs. The company is shifting its emphasis from traditional spot sales to a focus on data-driven and addressable advanced advertising.
