As we move into the second half of 2025, advertisers are facing a familiar challenge: how to make the most of remaining budgets while laying the groundwork for a strong start to 2026. In this environment, addressable TV advertising isn’t just a smart addition – it’s a strategic imperative.
Recent data shows that 67% of advertisers expect addressable to play a role in their 2025-2026 upfronts negotiations, and over half say it’s more important than it was last year.1 The momentum is clear, and the opportunity is now.
A Shift in Advertising Strategy: From Add-On to Must-Buy
For years, addressable was treated as an add-on – something advertisers used to extend reach after traditional TV campaigns had maxed out or plateaued. But the data tells a different story now. According to research, 53% of advertisers say addressable is a must-buy, a 51% increase from the previous year.2 So why aren’t more advertisers starting with addressable?
Real Results, Real Impact
At Comcast Advertising, we believe it’s time to flip the script. Addressable TV advertising isn’t just a smart addition – it’s a smarter starting point. Here’s why:
Cost-effective
In today’s climate, where marketers are under pressure to do more with less, eCPM has become one of the most closely watched metrics. Addressable campaigns deliver at least 15% lower eCPMs compared to non-targeted strategies – a critical advantage when every dollar counts.
By focusing spend on verified audiences, advertisers reduce waste and maximize the value of every impression. This efficiency makes addressable one of the most budget-friendly ways to scale reach across multiscreen TV, without sacrificing performance.
As brands finalize their 2025 budgets and begin planning for 2026, the ability to deliver cost-efficient reach with measurable ROI is more important than ever – and addressable delivers on both fronts.
Accurate
Unlike probabilistic methods that rely on IP addresses or hashed emails, addressable uses deterministic data – like household addresses – to achieve a 95% match rate.3 This ensures advertisers are reaching real people in real homes, with minimal duplication or misfires. It’s precision at scale.
And that precision holds up over time. According to a recent study by CIMM and Go Addressable, IP-based targeting starts with a 60% match rate but can degrade to as low as 24% after just 90 days. In contrast, addressable match rates remain consistent throughout the campaign, thanks to authentication against MVPD subscriber data.3
Measurable
Addressable delivers results that matter. Whether it’s a 64% increase in unique reach, a 13% lift in bookings, or a 13.5x return on ad spend (ROAS), the outcomes are clear and quantifiable. And these aren’t just brand impressions – they’re measurable business outcomes. Addressable gives advertisers the tools to track performance across the entire funnel with confidence and optimize for real impact.
These aren’t just metrics – they’re proof that addressable works. Yet only 44% are buying addressable-first. That’s a gap we need to close.
Let’s Start Smarter
When we start with addressable, we start smarter – because we start with the audience. Addressable allows advertisers to reach the right households with precision, within premium environments across traditional TV and streaming, reducing wasted impressions and ensuring every dollar is spent with purpose. It’s not just about efficiency, it’s about effectiveness.
Whether you’re looking to make the most of your remaining 2025 budget or lay a strong foundation for 2026, addressable offers the scale, targeting power, and measurable impact to deliver results across the entire funnel.
With nearly 70 million homes reachable through the Go Addressable initiative, advertisers have the tools to make addressable the foundation – not the afterthought – of every campaign. And as the technology continues to evolve, so does the opportunity to drive better outcomes.
So, let’s lead with addressable. The results speak for themselves.
Sources:
1. Advertiser Perceptions Monthly Omnibus, April 2025
2. Advertiser Perceptions Monthly Omnibus, August and October 2024
3. CIMM & Go Addressable, “Guidelines for Planning & Buying Addressable TV Advertising,” February 2024.
