--- title: "Addressable TV: a solution to reach casual TV users?" description: Learn how addressable TV can help advertisers effectively target casual TV users, optimize their investments, and achieve incremental reach. image: https://blog.realytics.io/hubfs/Petits%20consommateurs%20TV%20(1000%20x%20500%20px)%20(1).webp --- [![TV Tracking - Realytics](https://blog.realytics.io/hubfs/Realytics%20January2018%20Theme/images/logo-top.svg)](https://www.realytics.io/) - [Offers](https://www.realytics.io/radio-tv-analytics/) - [TV & Radio Analytics](https://www.realytics.io/radio-tv-analytics/) - [Bee](https://www.realytics.io/measurement_tv_bee/) - [TV Monitoring](https://www.realytics.io/tv-monitoring/) - [References](https://www.realytics.io/references/) - [Resources](https://www.realytics.io/resources/) - [Case studies](https://www.realytics.io/resources/) - [White papers and studies](https://www.realytics.io/resources/white-papers-and-studies/) - [Events & Webinars](https://www.realytics.io/resources/events/) - [About](https://www.realytics.io/our-vision/) - [Our vision](https://www.realytics.io/our-vision/) - [The team](https://www.realytics.io/reaytics-team/) - [Join us](https://www.realytics.io/job-offers-realytics/) - [Press](https://www.realytics.io/press-zone-realytics/) - [Contact](https://www.realytics.io/contact-realytics/) - [Blog](https://blog.realytics.io/en) - [Glossary](https://www.realytics.io/glossary/) - Demo - [Log in](https://portal.realytics.io/login) - [![Français](data:image/png;base64,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 "Français")](https://www.realytics.io/fr/) - [![English](data:image/png;base64,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 "English")](https://www.realytics.io/) - [![Deutsch](data:image/png;base64,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 "Deutsch")](https://www.realytics.io/de/) [Case studies](https://blog.realytics.io/en/tag/case-studies), [Addressable TV](https://blog.realytics.io/en/tag/addressable-tv) # Addressable TV: a solution to reach casual TV users? Posts by Alexandre Langlois Feb 26, 2025 - [Home](https://www.realytics.io/) - Addressable TV: a solution to reach casual TV users? TV audiences are divided into [three equal groups](https://blog.goodbuy-media.fr/advanced-tv-cles-de-la-tele-de-demain#:~:text=Et%20effectivement%2C%20selon%20la%20consommation,Grand%20consommateur%20TV%20%3A%206h10%20%2F%20jour) based on their daily viewing time:  - **Casual TV users:** 31 minutes/day  - **Medium TV users:** 2h16/day  - **Heavy TV users:** 6h10/day  Newer generations are increasingly becoming casual TV users. A fundamental shift is happening, with audiences becoming more fragmented. This highlights the necessity of addressing casual TV users—who are increasingly volatile and consuming less live television.  ## **How to reach casual TV users?**  With casual TV users spending less than 31 minutes per day in front of their TV, reaching them all with a traditional linear TV campaign is unlikely. Fortunately, TV has evolved to offer new solutions to advertisers and agencies—first with [**BVOD**](https://www.realytics.io/glossaire/tv-ads/definition-bvod/), and since 2020, with [**addressable TV**](https://www.realytics.io/glossaire/programmatic-tv/definition-of-addressable-tv/).  In [our previous article](https://blog.realytics.io/en/bvod-additional-reach), we explored how [CTV](https://www.realytics.io/glossaire/tv-ads/definition-ctv/) contributes to incremental reach when combined with a national TV campaign. This time, we’ll examine the impact of addressable TV, particularly for advertisers aiming to engage casual TV users.  ## **Casual TV users & addressable TV**  > *"Addressable TV is a method that enables the delivery of different ads based on the audience segments present on a channel’s live broadcast at any given moment. This allows linear TV advertising to become fully digital, targeting specific, pre-defined segments of users."*  > — [IAB France](https://www.alliancedigitale.org/), [SNPTV](https://www.snptv.org/), [AF2M](https://af2m.org/)  With addressable TV, advertisers can **choose their audience** based on various criteria, including TV consumption levels—light, medium, or heavy viewers. Moreover, addressable TV enables **even more precise targeting** by combining multiple criteria, such as:  - Casual TV user  - Households with children  - Residents of a specific region  To dive deeper into this topic, check out [our **Addressable TV white paper.**](https://info.realytics.io/bee-tv-unified-measurement) ## **Measuring addressable TV**  It’s intuitive that complementing a **national linear TV campaign** with an **addressable TV campaign** will increase incremental reach. But by how much?  This is where **Bee, Realytics’ Total Video measurement solution** (already [awarded five times](https://blog.realytics.io/en/adtech-solution-year-2023)) comes in—a proven and trusted measurement tool. For example, a specialized retail brand **added an addressable TV campaign to its national TV campaign, targeting casual TV users**.    ![Addressable TV: a solution to reach casual TV users?](https://blog.realytics.io/hs-fs/hubfs/TVS%20petits%20consommateurs%20TV%20(1)-1.webp?width=663&height=398&name=TVS%20petits%20consommateurs%20TV%20(1)-1.webp)   With the volume of impressions delivered and the controlled frequency capping, the campaign **achieved a 3% net incremental reach among casual TV users**, with a **10% duplication rate** compared to the national linear campaign. A valuable optimization opportunity for advertisers looking to maximize their TV investments.  ## **Optimizing Investments with Total Video Measurement**  Beyond measuring exposure, Bee provides advertisers with **predictive insights**.  In the use case mentioned earlier, Bee helped answer an additional question: *"What impression volume is needed to achieve a 5% incremental reach?"*  And you—what question would you ask Bee?  [![Discover Bee](https://no-cache.hubspot.com/cta/default/2526263/31794880-7460-4c5b-93a5-443312fa8a75.png)](https://cta-redirect.hubspot.com/cta/redirect/2526263/31794880-7460-4c5b-93a5-443312fa8a75)       Mots clés : [Case studies](https://blog.realytics.io/en/tag/case-studies), [Addressable TV](https://blog.realytics.io/en/tag/addressable-tv) [« Capping TV ad frequency: the right balance](https://blog.realytics.io/en/capping-tv-ad-frequency) [Realytics partners with The Trade Desk for holistic TV measurement »](https://blog.realytics.io/en/realytics-partners-the-trade-desk) ### Newsletter. ![Realytics logo](https://blog.realytics.io/hubfs/Realytics%20January2018%20Theme/images/Plan%20de%20travail%201.svg) ### About The leader in TV-digital convergence, Realytics enables advertisers to anticipate and measure the impact of a TV campaign on digital, to optimise their media plans according to their business and branding KPIs, and to identify the “TV-engaged” viewers in order to capitalise on this captive audience. 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