Core Insights - The research by DISH Media indicates that advertisers are missing significant consumer reach by underutilizing addressable TV in their media strategies [1][2] - The study emphasizes that reallocating a portion of media budgets towards addressable TV can enhance campaign efficiency, reach, and return on advertising spend [1][3] Market Reach - 94% of all adults in the U.S., approximately 243 million people, are reachable through some form of television targeting, but 13% (31.6 million) can only be effectively reached via addressable TV [2] - Addressable TV provides access to light TV audiences that traditional and streaming TV often overlook, representing substantial revenue opportunities in various markets [4] Audience Accuracy - Addressable TV offers superior audience matching accuracy compared to traditional streaming platforms, achieving 89% accuracy at 90 days into a campaign, which is nearly four times higher than typical IP-based solutions [5] Budget Reallocation - Reallocating just 10% of a campaign budget to addressable TV can lead to double-digit gains in light TV viewer reach and improved in-target accuracy [6] - A case study showed that shifting $500,000 from a $5 million budget to addressable TV resulted in a 38% reach increase among light TV viewers and an 18% increase among in-target consumers, translating to an estimated $102 million in incremental revenue [7] Industry Trends - Over 80% of advertisers plan to incorporate addressable TV into their strategies by 2025, highlighting its growing importance in maximizing return on ad spend [8]