Case Study with Comcast: Real-Time TV Ad Insights That Drive Results

Political advertisers face an uphill battle: crowded media markets, dozens of competing ads, and limited time to make an impact. Dynata partnered with Comcast to solve this challenge by delivering same-day brand lift results during the New Hampshire primary. The study demonstrated how advertisers could pinpoint which messages resonated, understand shifts in voter perception, and adjust campaigns in real-time. The result: sharper messaging, stronger recall, and measurable gains in candidate familiarity

Key Takeaways

• Immediate insights: results delivered within a day of ad airing.
• Clarity on what works: positive vs. negative ad comparisons, and message breakthrough analysis.
• Proven impact: +8 points in familiarity among voters, +14 points among independents, and 100% recall among exposed households.
• Smarter spend: optimization in-flight, not after the campaign is over.