TV Advertising Just Got Accountable for Auto: Clarivoy Powers Attribution in Comcast Advertising's New Outcomes+ Platform

For years, automotive advertisers have faced the same frustrating gap: they invest heavily in TV and streaming campaigns, but proving that those campaigns actually drive shoppers to the dealership has remained elusive. Digital channels get the credit. TV gets a shrug and a brand-lift study.

That changes today.

At the IAB NewFronts, Comcast Advertising announced Outcomes+, a next-generation targeting and attribution solution spanning its premium TV and streaming inventory, powered by deterministic data from more than 30 million Comcast households representing over 100 million authenticated viewers. As part of this launch, Comcast Advertising named Clarivoy as a key attribution partner, specifically powering auto visit and conversion measurement within the Outcomes+ ecosystem.

What This Means for Auto Advertisers

Outcomes+ pairs Comcast's first-party viewership data with attribution insights from a carefully selected set of measurement partners — including Mastercard for spend data, Fandango for ticket sales, and Clarivoy for automotive dealership visits and conversions. The result is full-funnel measurement that connects TV and streaming ad exposure to the outcomes that actually matter to auto brands and their dealer networks.

For the first time, automotive advertisers running campaigns across Comcast's inventory — which spans NBCUniversal, Peacock, HBO Max, Roku, Prime Video, and live sports including the NFL, MLB, and World Cup — can measure the direct impact on dealership traffic and vehicle transactions. Not modeled. Not estimated. Measured.

Why This Partnership Matters

Clarivoy has spent years building the infrastructure to connect media exposure to real-world automotive outcomes. Our attribution platform ingests signals across the entire purchase journey from initial research through dealership visit to final sale,  and maps those events back to specific campaign exposures with deterministic precision.

That capability is exactly what a platform operating at Comcast's scale requires. With Outcomes+ extending reach to more than 300 million viewers across traditional TV, streaming, and addressable inventory, the attribution layer has to be equally rigorous. Comcast needed a partner that could deliver verified auto visit and conversion data at that scale while maintaining the privacy standards the ecosystem demands.

The early results speak for themselves. A recent coordinated campaign analysis found that dealers participating in aligned national, regional, and local advertising programs saw a 25% increase in vehicle purchase rates, proof that when activation and attribution work together across the funnel, the impact is measurable and significant.

What Comes Next

The launch of Outcomes+ represents a broader shift in how TV advertising is valued. As James Rooke, President of Comcast Advertising, put it: "For too long, outcomes driven by premium TV have been credited to digital platforms because of insufficient and outdated attribution approaches."

We agree. And we built Clarivoy to fix that because automotive is the vertical where the stakes are highest and the purchase journey is most complex.

If you're an auto brand, agency, or dealer group running TV and streaming campaigns, the measurement infrastructure just changed. We'd welcome the conversation about what that means for your media investment.