Advertisers chasing streaming viewers may be leaving millions of potential customers on the table, according to new research from DISH Media, the addressable advertising arm of EchoStar Corporation.
The study, “The Perfect Match: Addressable TV For Maximized Reach and Revenue”, conducted with Janus Strategy & Insights, highlights that while 94% of U.S. adults (243 million people) are reachable via some form of television, 13%—or 31.6 million consumers—can only be effectively reached through addressable TV.
“This study proves the power of deterministic addressable TV in driving revenue gains,” said Tom Fochetta, SVP at DISH Media. “With DISH and Sling TV, advertisers gain precise targeting and measurable outcomes—turning addressable TV into a foundational strategy, not just an add-on.”
Capturing the Light TV Audience
While streaming dominates industry headlines, light TV viewers—those who watch minimal traditional or streaming content—remain under-targeted. These consumers represent high-value markets, including 48% of the $90B children’s apparel market, 45% of the $59B video game market, and 47% of the $25B luxury apparel market. Addressable TV can reach this segment where both traditional and streaming ads fall short.
Accuracy That Outperforms Streaming
Addressable TV leverages deterministic, subscriber-verified data, providing sustained match quality over time. By contrast, most streaming platforms rely on probabilistic signals such as IP matching, which degrade campaign accuracy. In one cited example, addressable TV maintained 89% accuracy at 90 days, nearly four times higher than typical IP-based solutions.
Strategic Budget Shifts Yield Big Gains
Modeling from DISH Media shows that reallocating just 10% of a campaign budget to addressable TV can deliver double-digit gains in light TV reach and improve in-target accuracy.
“Addressable TV isn’t an add-on; it’s a smarter allocation strategy with immediate returns,” said Howard Shimmel, President of Janus Strategy & Insights. In a representative $5M campaign scenario, shifting $500,000 to addressable TV lifted reach 38% among light TV viewers and 18% among in-target consumers, translating to $102M in projected incremental revenue.
Industry Implications
With over 80% of advertisers planning to use addressable TV in 2025, the study underscores a growing trend: effective media planning now requires strategic cross-platform allocation, blending streaming, traditional TV, and addressable TV to maximize ROI.
The full findings will be presented at Advertising Week New York 2025 during the panel “The Perfect Match: Addressable TV For Maximized Reach and Revenue” on Thursday, October 9 at 11:10 a.m. ET, and will be available to DISH Media clients as a white paper.
