We’re living it what’s been called “peak TV,” with more good content than is possible to watch — even with the modern-age phenomena of binge viewing. Yet at the same time, the “TV is dying” myth won’t die. So the team at Comcast Spotlight set out to disprove the theory.

“Contrary to the accepted industry narrative, TV today is thriving, with time spent viewing video reaching new highs, and it remains the most powerful way to reach consumers. It’s just a new TV, one that has evolved with more content and more consumer access,” says Hank Oster, chief operating officer at Comcast Spotlight. “It’s important we help advertisers understand the way the medium has evolved and how to harness the abundant time spent and its reach to grow their businesses.”