Advertisers Missing Major Opportunities: EchoStar's DISH Media Reveals Insights on Addressable TV

In a groundbreaking press release on October 6, 2025, EchoStar Corporation's indirect subsidiary, DISH Media, unveiled critical research indicating that advertisers are significantly underutilizing addressable television, resulting in a missed opportunity to engage millions of consumers with nearly $4 trillion in buying power. Conducted in partnership with Janus Strategy & Insights, LLC, the study, titled "The Perfect Match: Addressable TV For Maximized Reach and Revenue," emphasizes the need for advertisers to adapt their media strategies in light of changing consumer behaviors and preferences.

The findings of the study highlight a staggering statistic: while 94% of all adults in the U.S. are reachable through various forms of television targeting, a notable 13%—approximately 31.6 million individuals—can only be effectively reached through addressable TV. This indicates a considerable gap in the current advertising strategies that traditional and streaming platforms employ.

Tom Fochetta, Senior Vice President at DISH Media, remarked, “This study clearly proves the impact and power of incorporating deterministic addressable TV into media plans to earn additional revenue gains.” He underscored the ability of DISH and Sling TV to provide deterministic insights that enable effective targeting and measurement solutions, thereby making addressable TV an essential component of any advertiser's strategy.

One of the significant insights from the study is the potential for advertisers to tap into "light TV audiences"—a demographic often overlooked by both streaming services and traditional TV advertisements. This segment holds substantial revenue potential, accounting for 48% of the $90 billion children’s apparel market, 45% of the $59 billion video game market, and 47% of the $25 billion luxury apparel market.

The research further illustrates the advantages of addressable TV in providing accurate audience matching. Unlike most streaming platforms that rely on probabilistic signals, which diminish over time and compromise campaign accuracy, deterministic addressable TV leverages subscriber-verified data. This method achieved an impressive 89% accuracy at 90 days into a campaign, nearly four times higher than traditional IP-based solutions.

New modeling from DISH Media shows that reallocating just 10% of a campaign budget towards addressable TV can yield double-digit gains in reaching light TV viewers while enhancing in-target accuracy. Howard Shimmel, President of Janus Strategy & Insights, noted, "Whether an advertiser is shifting dollars from traditional TV or streaming, addressable TV delivered consistent, measurable impact." This indicates that addressable TV is no longer merely an add-on; it has become a crucial allocation strategy that promises immediate returns.

In a hypothetical scenario with a $5 million budget and a 15% penetration level, reallocating $500,000 to addressable TV resulted in an average reach lift of 38% among light TV viewers and 18% among in-target consumers. These increases translate to a projected $102 million in incremental revenue across key consumer categories.

With over 80% of advertisers intending to incorporate addressable TV in their 2025 strategies, DISH Media is at the forefront of guiding brands and agencies to reimagine their media mix for maximizing return on ad spend. The research serves as a vital resource for the advertising industry, highlighting the necessity of addressable TV in optimizing reach, frequency, and overall return on investment.

The full findings will be presented at Advertising Week New York 2025 during a panel titled "The Perfect Match: Addressable TV For Maximized Reach and Revenue," scheduled for Thursday, October 9, at 11:10 a.m. ET. Participants and clients can access the comprehensive white paper detailing the study's findings at media.dish.com.

EchoStar's DISH Media has unveiled compelling evidence that emphasizes the importance of incorporating addressable TV into advertising strategies. With the potential to engage millions of consumers and unlock substantial revenue opportunities, advertisers are encouraged to rethink their media planning and embrace the power of addressable television as a foundational element of their campaigns. As the advertising landscape continues to evolve, those who adapt will undoubtedly reap the rewards in a competitive marketplace.