Comcast Advertising Reveals How Free Ad-Supported Streaming TV (F.A.S.T.) is Changing the TV Advertising Landscape
July 21 2022 - 11:05AM
Business Wire
New Report reveals that F.A.S.T. penetration
has doubled since last year, as consumers turn to FAST channels for
a lean-back, TV-like experience.
Report recommends F.A.S.T. advertising as a
complement to traditional TV and streaming advertising.
Today, Comcast Advertising released a new report entitled “Free
Ad-Supported Streaming TV: Why More Advertisers (and Consumers) Are
Going F.A.S.T.” The report highlights the rise of free ad-supported
streaming TV (F.A.S.T.) and its value to advertisers today as a
complement to traditional TV and streaming advertising plans.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20220721005702/en/
Comcast Advertising Reveals How Free
Ad-Supported Streaming TV (F.A.S.T.) is Changing the TV Advertising
Landscape (Photo: Business Wire)
As one of the newest forms of over-the-top (OTT), F.A.S.T.
provides consumers with streaming services that also feature
linear-style channels, encouraging a lean-back experience and
content discovery that mimics traditional TV viewing.
According to the report, F.A.S.T. penetration among households
has more than doubled year-over-year. Today, six out of 10
households who have connected TVs are using F.A.S.T. services
exclusively or in addition to other services – getting a TV-like
viewing experience without the costs or logins required for linear
TV or paid streaming.
“F.A.S.T. is a rapidly growing ad-supported medium for consumers
to watch and discover premium streaming content in an environment
that mimics linear TV,” said James Rooke, President, Comcast
Advertising. “As advertisers look to efficiently maximize their
reach in an increasingly fragmented viewing landscape, F.A.S.T
services are a valuable complement to traditional TV and other AVOD
streaming options as part of a holistic multi-screen media
plan.”
The report looks at new trends from F.A.S.T. provider XUMO and
reveals that the average XUMO user spends about 104 minutes within
the platform once they have entered. Many consumers may be landing
on F.A.S.T. channels without even realizing it, as many are
programmed directly into the channel guide by TV manufacturers. Not
surprisingly, 70 percent of XUMO users are cord cutters, relying on
XUMO as a complement to subscription video-on-demand (SVOD)
services.
According to the report, advertisers and programmers alike are
seeing the value of F.A.S.T services today. According to Horizon
Media, “the F.A.S.T. industry has grown exponentially and overlaps
quite a bit now with what traditional TV has to offer in terms of
both content and audience. Advertising on F.A.S.T. allows us to
reach our targeted audience and is a valuable complement to our TV
budget.”
Amanda Garcia, Senior Director of Partnerships at Paramount+,
adds, “As customers find more ways to watch the content they love
across a mix of services, F.A.S.T. channels have become a key part
of our media mix for acquisition and awareness, as well as targeted
campaigns to super-serve key audiences.”
To read the full report, “Free Ad-Supported Streaming TV: Why
More Advertisers (and Consumers) Are Going F.A.S.T.” please click
here.
About Comcast Advertising
Comcast Advertising is the advertising division of Comcast
Cable. As a global leader in media, technology and advertising,
Comcast Advertising fosters powerful connections between brands and
their audiences as well as among publishers, distributors, MVPDs,
agencies and other industry players. Effectv, its advertising sales
division, helps local, regional and national advertisers connect
with their audiences on every screen by using advanced data to
drive targeting and measurement of their campaigns. FreeWheel, its
media and technology arm, provides the technology, data enablement
and convergent marketplaces required to ensure buyers and sellers
can transact across all screens, across all data types and all
sales channels, in order to ensure the ultimate goals – results for
marketers. Comcast Cable, along with NBCUniversal and Sky, is part
of the Comcast Corporation (NASDAQ: CMCSA). Visit
http://comcastadvertising.com/ to learn more.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20220721005702/en/
Media Contact Meredith Fitzgerald 215-970-8504
meredith_fitzgerald@comcast.com
Comcast (NASDAQ:CMCSA)
Historical Stock Chart
From Feb 2024 to Mar 2024
Comcast (NASDAQ:CMCSA)
Historical Stock Chart
From Mar 2023 to Mar 2024