Advertisers missing millions by overlooking addressable TV, study

DISH Media has released research showing that advertisers are overlooking millions of potential viewers by underutilizing addressable TV in their media strategies.

The study, The Perfect Match: Addressable TV for Maximized Reach and Revenue, developed in partnership with Janus Strategy & Insights, demonstrates that reallocating a portion of campaign budgets to addressable TV can significantly increase reach, accuracy, and return on ad spend.

As the industry prepares for Advertising Week 2025, the findings highlight the growing importance of addressable television in modern media planning. Of the 243 million U.S. adults reachable by TV targeting, 13 percent—representing 31.6 million people—can only be effectively reached through addressable TV.

According to the study, advertisers focused on streaming and traditional TV are failing to engage valuable light TV viewers—a group that drives a large share of spending in key sectors. Light TV audiences account for 48 percent of the children’s apparel market, 45 percent of the video game market, and 47 percent of the luxury apparel market.

Tom Fochetta, Senior Vice President, DISH Media: “This study clearly proves the impact and power of incorporating deterministic addressable TV into media plans to earn additional revenue gains. With DISH and Sling TV, we’re able to deliver deterministic insights that power effective targeting and measurement solutions. This is where outcome-based planning becomes reality and addressable TV becomes a foundational part of every advertiser’s strategy.”

The research underscores the superior accuracy of deterministic data in addressable TV. While most streaming platforms rely on probabilistic IP-based matching, which degrades over time, addressable TV uses verified subscriber data for sustained performance. In one example, addressable TV achieved 89 percent accuracy after 90 days—nearly four times higher than typical IP-based methods.

Modeling by DISH Media found that shifting just 10 percent of a campaign budget to addressable TV results in double-digit improvements in light TV viewer reach and in-target accuracy.

Howard Shimmel, President, Janus Strategy & Insights: “Whether an advertiser is shifting dollars from traditional TV or streaming, addressable TV delivered consistent, measurable impact. This proves that addressable TV is no longer an add-on—it’s a crucial and smarter allocation strategy with immediate business returns.”

In a representative scenario, a $5 million campaign that redirected $500,000 to addressable TV achieved average reach lifts of 38 percent among light TV viewers and 18 percent among in-target consumers, translating into a projected $102 million in incremental revenue across major consumer categories.

With more than 80 percent of advertisers planning to include addressable TV in their 2025 strategies, DISH Media is helping brands and agencies optimize their media investments. The research supports the company’s broader goal of promoting smarter, outcome-driven planning that maximizes efficiency, reach, and return on investment.

media.dish.com

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