Advertisers looking to achieve the optimal reach for their linear TV campaigns should put 40 to 45 networks on their buy, a new analysis by Comcast’s Effectv found.

“While we know that streaming advertising is a necessary complement to linear TV, TV is still the foundation of successful multi-screen campaigns today,” said Evy Galiatsatos, senior VP, Group Partner, Integrated Investment at media agency UM. “And successful TV buying shouldn’t be left to guesswork. With these new insights, we can better understand the factors that impact reach and further determine the most effective strategies needed to deliver consistent results across screens.”

Read more in Broadcasting & Cable.