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# Comcast’s Rooke: TV wins back share by being as easy to buy as social
- URL: https://fabric-media.ghost.io/comcasts-rooke-tv-wins-back-share-by-being-as-easy-to-buy-as-social/
- Published: 2026-08-15T13:31:08.000Z
- Updated: 2026-08-27T00:47:42.000Z
- Description: Comcast Advertising’s James Rooke says premium video can beat platforms only by fixing buying friction and proving outcomes via incrementality. He also touts Universal Ads’ UK launch with ITV, Sky and Channel 4 as proof the pipes now work.
- Author: Fabric.Media Editorial
- Tags: Ad-tech, Justin Lebbon

**Why it matters.** UK advertisers gain a single self-serve entry point into ITV, Sky and Channel 4 inventory through Universal Ads instead of negotiating each broadcaster separately.

*Signal from* [*TVREV*](https://tvrev.com/?ref=fabric-media.ghost.io) *·* [*Justin Lebbon*](https://fabric-media.ghost.io/tag/by-justin-lebbon/) *·* [*read the original*](https://www.tvrev.com/news/james-rooke-on-how-tv-can-win-against-the-platforms?ref=fabric-media.ghost.io)*.*