In a striking new report, DISH Media has revealed that a significant portion of advertisers are failing to connect with millions of consumers, thereby missing out on a market segment with nearly $4 trillion in buying power. The research, conducted in partnership with Janus Strategy & Insights, LLC, demonstrates a critical gap in current media strategies, showing that the underutilization of addressable television advertising is leading to substantial missed opportunities for reach, efficiency, and revenue.
The study, titled “The Perfect Match: Addressable TV For Maximized Reach and Revenue,” makes a compelling case for a strategic reallocation of media budgets. It found that while traditional and streaming television can reach a vast majority of the U.S. adult population, a crucial 13% of that audience—totaling 31.6 million people—can only be effectively reached through addressable TV. This “addressable-only” segment represents a massive and largely untapped market for brands.
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“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.”
One of the most significant findings of the report is the unique ability of addressable TV to connect with “light TV viewers.” This valuable demographic is often missed by both traditional linear and streaming advertising campaigns, yet they hold considerable sway in major consumer markets. The study revealed that light TV viewers are responsible for a substantial portion of spending in key categories, including 48% of the $90 billion children’s apparel market and 47% of the $25 billion luxury apparel market.
The report also highlights the superior accuracy of addressable TV’s targeting capabilities. While many streaming platforms rely on probabilistic methods like IP matching, which can degrade in accuracy over time, deterministic addressable TV utilizes subscriber-verified data. This ensures a consistent and high-quality match, leading to more sustained campaign performance. In one cited example, addressable TV maintained an 89% accuracy rate 90 days into a campaign, a figure nearly four times higher than typical IP-based solutions.
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To illustrate the tangible benefits of a revised strategy, the study included new modeling that showed reallocating just 10% of a campaign’s budget from either traditional or streaming TV to addressable TV could yield double-digit gains in reach among light TV viewers and improve in-target accuracy across the board.
“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 TV is no longer an add-on, it’s a crucial and smarter allocation strategy with immediate business returns.” This conclusion held true across a range of budget sizes, from $500,000 to $10 million. In one representative scenario, a 10% budget shift translated into a projected $102 million in incremental revenue across major consumer categories.
As advertisers prepare for the upcoming Advertising Week in New York, this research is a timely call to action. With over 80% of advertisers planning to incorporate addressable TV into their 2025 strategies, DISH Media is positioning itself as a key educator in the industry, helping brands and agencies reimagine their media mix to maximize their return on investment. The full findings will be presented during a dedicated panel at the event.
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