Pairing Streaming With Social Boosts Brand Recall by 5x Over Social Alone

Streaming and social both dominate attention, but new research shows they perform even better together. According to Comcast Universal Ads, viewers spend 67% more time with a streaming ad than one on social media, and are 43% more likely to watch the streaming ad at all. But once brands combine the two channels, the impact of a social ad multiplies. A campaign featuring both streaming TV and social video delivered 5x the brand recall of running two social ads alone. When you zoom into the ad level pairing a streaming ad with a social feed placement more than doubled the recall compared to social-only efforts.

The real headline, though, is purchase intent. Adding streaming exposure to a social campaign lifted purchase intent by 24%, and running two streaming ads drove that lift to 33%. The takeaway is clear: streaming doesn’t compete with social, it strengthens it. As advertisers look for channels that deliver measurable performance, Connected TV proves it can turn attention into action — all while giving social campaigns a serious upgrade.

Connected TV in the News

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