DISH Media has released new research indicating that advertisers are missing a significant segment of consumers by not fully utilizing addressable TV in their advertising strategies. The study, conducted with Janus Strategy & Insights, LLC and titled “The Perfect Match: Addressable TV For Maximized Reach and Revenue,” suggests that shifting part of media budgets to addressable TV can improve campaign efficiency, reach, and return on advertising spend.
According to the findings, 243 million adults in the United States can be reached through some form of television targeting. However, about 13% of these adults—31.6 million people—are only accessible via addressable TV.
“This study clearly proves the impact and power of incorporating deterministic addressable TV into media plans to earn additional revenue gains,” said Tom Fochetta, Senior Vice President at DISH Media. “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 highlights that light TV viewers—a group often missed by both streaming services and traditional television advertising—represent a substantial business opportunity. This audience accounts for nearly half of several major consumer markets: 48% of children’s apparel sales ($90 billion market), 45% of video game purchases ($59 billion market), and 47% of luxury apparel spending ($25 billion market).
Another key point from the study is the accuracy advantage offered by addressable TV over streaming platforms. While most streaming relies on probabilistic data such as IP matching—which tends to decline in accuracy over time—addressable TV uses subscriber-verified information for more reliable results. In one example from the report, addressable TV maintained an 89% match accuracy after 90 days, which is almost four times higher than typical IP-based solutions.
DISH Media’s modeling shows that moving just 10% of an advertising budget to addressable TV can result in double-digit increases in reach among light viewers and better overall targeting accuracy.
“Whether an advertiser is shifting dollars from traditional TV or streaming, addressable TV delivered consistent, measurable impact,” said Howard Shimmel, President of Janus Strategy & Insights, LLC. “This proves that addressable TVÂ is no longer an add-on, it’s a crucial and smarter allocation strategy with immediate business returns.”
Janus Strategy’s budget exercises found similar results across various scenarios. For instance, with a $5 million budget at a 15% penetration level, moving $500,000 (10%) from either streaming or traditional channels to addressable TV led to average reach lifts of 38% among light viewers and 18% among target consumers. These improvements could generate up to $102 million in extra revenue across key categories.
More than four out of five advertisers plan to use addressable TV in their campaigns during 2025. DISH Media aims to support brands and agencies in adjusting their media mixes for better return on ad spend by sharing this research as part of its industry education efforts.
The complete findings will be presented at Advertising Week New York 2025 during a panel session scheduled for October 9 at 11:10 a.m. ET on the Trends and Insights Stage; they will also be available as a white paper for DISH Media clients.
DISH Media provides tools for targeted audience exposure across DISH TV and Sling TV while protecting consumer privacy through methods like programmatic buying and custom audience access.
