Two-Thirds of Advertisers Plan to Start Using Addressable TV in 2026
Among those advertisers who don’t currently use addressable TV, nearly two-thirds plan to start in 2026, highlighting a +53% increase from 41% in 2022, illustrating how increased education and advancements in the technologies have spurred more interest in the medium.
The increased interest in the medium may be due to several factors: more than half of advertisers say they have seen improvements in simplicity of buying, measurement, and scale.
Over Two in Five Advertisers Plan to Spend More on Addressable TV in 2026
Advertisers are increasingly investing in addressable TV. As part of their TV ad strategies. 43% of advertisers expect to spend more on addressable TV in 2026 than they did in 2025, +16% increase from last year. This number is significantly higher for agencies, suggesting that more brand education may be needed.
Advertisers Report Satisfaction with Addressable TV Advertising
More than ever, advertisers say they are satisfied with current addressable TV advertising options. However, there is still room for growth and improvement. About 30% say they are very satisfied, a slight increase from last year and a +72% increase from 2022, while 55% say they are somewhat satisfied.
The Addressable TV Advantage
Addressable TV is growing in its importance as a foundational part of advertisers’ TV ad strategies. Go Addressable will continue to evolve with the medium to help advertisers keep pace and unlock the precision, personalization, and performance that it offers. To learn more about the addressable TV advertising advantage, visit goaddressable.com.
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