Comcast’s debut advertising report should have been a perfect opportunity to demonstrate a keen understanding of where the market is heading, but instead we find an MVPD clinging onto its legacy advertising business for dear life. Most notable from the Comcast Advertising Report 2022: Actionable Insights for the Modern TV Advertiser is the fact that Comcast seems to caution against advertisers putting all their eggs in an addressable basket. “Advertisers should be sure this hyper-focus on in-market customers does not detract from their need to reach future potential buyers,” the report reads. It gives the example of a luxury automotive brand which saw one-third of its purchases come from viewers that were not identified as having been ‘in-market’ for the…