DISH Media has released new research showing that advertisers are missing out on millions of consumers and significant revenue by not making full use of addressable TV in their advertising strategies. The study, conducted with Janus Strategy & Insights, LLC, is titled “The Perfect Match: Addressable TV For Maximized Reach and Revenue” and examines how shifting part of media budgets to addressable TV can improve campaign reach and efficiency.
According to the findings, while almost all U.S. adults—243 million people or 94%—can be reached through some form of television targeting, 13% (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 points out that light TV viewers—a group often missed by both streaming and traditional television ads—represent a key opportunity for advertisers. These viewers contribute significantly to markets such as children’s apparel, video games, and luxury apparel.
Addressable TV also provides more accurate audience matching compared to most streaming platforms. While many streaming services rely on probabilistic methods like IP matching—which become less reliable over time—addressable TV uses subscriber-verified data for consistent performance. The study cites an example where addressable TV maintained 89% accuracy after 90 days in a campaign, which is nearly four times higher than typical IP-based approaches.
Modeling from DISH Media indicates that moving just 10% of an ad budget to addressable TV can lead to double-digit increases in reaching light TV viewers and improve accuracy in targeting desired audiences.
“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.”
In exercises using various budget sizes—from $500,000 up to $10 million—and target penetration levels between 15% and 25%, results were consistent. For example, reallocating $500,000 from either streaming or traditional television within a $5 million budget led to average reach increases of 38% among light viewers and 18% among targeted consumers. This could mean as much as $102 million in additional revenue across major consumer categories.
With more than 80% of advertisers planning to use addressable TV in 2025 according to industry projections, DISH Media aims to help brands rethink their advertising mix for better return on investment through strategic platform choices.
The complete research 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. It will also be available as a white paper for DISH Media clients.
DISH Media offers advertisers solutions designed for efficient audience exposure across its platforms while protecting consumer privacy through tools like programmatic buying and custom audience access on both DISH TV and Sling TV.
