1、Prescribing PremiumSEPTEMBER 2024What a high-quality viewing experience means for consumers and why advertisers should take advantage of itIntroduction2In 2023,Comcast Advertising proposed a new definition of premium video based on the perspectives of buyers,sellers and viewers.Across the advertisin

2、g ecosystem,key themes contributed to what makes video premium.Premium video is delivered transparently,in a trusted brand-safe environment,seen by real people within a high-quality viewing experience1.While the first three components largely relate to the ad industry and the buying and selling of m

3、edia,the term“high-quality viewing experience”,as the phrase suggests,relates to the viewer.In recent years,this has increasingly become a topic of industry debate,with many citing that the definition is in the eyes of the beholder.The purpose of this research is to define what makes a high-quality

4、video experience for most viewers and understand the impact of different quality viewing experiences on viewers and brands within those environments.The research expounds upon other studies showing that not all platforms and content are created equally.For this research,NBCUniversal has partnered wi

5、th the FreeWheel Viewer Experience Lab,an initiative designed to improve ad environment and results through quantifiable research,solutions,and technology.Together through this report,NBCUniversal and FreeWheel are bringing new findings and a unique perspective on how viewers think about and respond

6、 to different viewing environments and how advertisers can make the most of every second.2024 Comcast.All rights reserved.Comcast confidential and proprietary informationKey takeaways3A high-quality viewer experience is created via a composite blend of the right platform,content,device and ad load.V