Guides
January 12, 2026
Sling TV Advertising: Reaching Cord-Cutters Who Still Want Live TV
Reach cord-cutters watching live sports and news on Sling TV
Table of Contents
Sling TV was the original cord-cutting service, launching in 2015 as the first major streaming alternative to cable that still offered live TV channels. For advertisers, Sling represents a valuable audience segment: viewers who deliberately chose to leave traditional cable but couldn't give up live programming entirely.
These are cord-cutters who still watch ESPN, CNN, HGTV, and dozens of other cable networks. They're engaged with live TV, accept advertising as part of the experience, and are often harder to reach through traditional cable buys. Here's what small businesses need to know about advertising on Sling TV.
What Is Sling TV?
Sling TV is a virtual MVPD (vMVPD), a streaming service that delivers live TV channels over the internet instead of through cable or satellite infrastructure. Launched in 2015, it was the first major service to offer a slimmed-down cable alternative at a fraction of the price.
The Basics:
Owned by DISH Network
Offers live TV channels via streaming
Two base packages: Sling Orange ($40/month) and Sling Blue ($40/month)
Combined package available ($55/month)
Add-on packages for sports, news, entertainment
Cloud DVR included with 50 hours of storage
Key Channels: Sling TV includes popular networks that advertisers care about:
Sports: ESPN, ESPN2, ESPN3, NFL Network (Orange); Fox Sports, NBC Sports (Blue)
News: CNN, Fox News, MSNBC, BBC America, Bloomberg TV, HLN
Entertainment: HGTV, Food Network, TNT, TBS, A&E, History, Discovery
Kids: Disney Channel, Cartoon Network, Nickelodeon (varies by package)
The Orange/Blue split means some channels are exclusive to one package. Sports fans often choose Orange for ESPN; those wanting Fox programming and NFL on Fox choose Blue. Many subscribers opt for the combined package to get the best of both worlds, giving advertisers access to a broader content mix.
Why Sling Stands Out: Unlike YouTube TV or Hulu + Live TV, Sling lets subscribers pick and choose rather than bundling everything together. This à la carte approach attracts price-sensitive viewers who know exactly what they want to watch. For advertisers, this self-selection behavior provides insight into viewer interests based on their package choices.
Does Sling TV Have Ads?
Yes, Sling TV has advertising throughout its programming, creating multiple opportunities for advertisers to reach cord-cutting audiences.
How Ads Work on Sling:
Live Programming: When watching live TV on Sling, viewers see the same commercial breaks as traditional cable viewers. Networks insert ads into their programming, and those ads appear on Sling just as they would on cable. The viewing experience mirrors traditional TV, with 15-second and 30-second spots during natural commercial breaks.
DVR Recordings: Sling includes cloud DVR, and viewers can fast-forward through commercials on recorded content. This is similar to traditional DVR behavior, which is why live programming represents the most valuable inventory for advertisers.
On-Demand Content: Some on-demand content includes non-skippable ads, depending on the network and programming. When viewers access catch-up content or on-demand libraries, they may see pre-roll, mid-roll, or post-roll advertising.
For Advertisers: The primary opportunity is in live programming, especially live sports and news where viewers watch in real-time and can't skip commercials. Sports viewers in particular watch live because the outcome matters in the moment, making Sling's ESPN and Fox Sports inventory particularly valuable for reaching engaged audiences.
Ad Load Considerations: Sling's ad load mirrors traditional cable networks. Expect approximately 15-18 minutes of advertising per hour during primetime programming. During sports events, ad density varies based on natural breaks in the game. News programming follows similar patterns with breaks every 8-10 minutes.
Sling TV Advertising Costs
What should small businesses expect to pay to reach Sling viewers?
Access Methods: Like other vMVPD inventory, Sling TV advertising is typically accessed through:
Programmatic CTV platforms (most accessible for small businesses)
Direct network deals (higher minimums, agency relationships required)
Demand-side platforms (DSPs) for advanced buyers
Cost Ranges:
Programmatic (via Adwave): Start at just $50, CPMs of $18-30. This is the most accessible option for small businesses because there's no minimum spend requirement, no agency relationship needed, and you can launch campaigns in minutes rather than weeks.
Direct deals: Minimum spend of $10,000+, CPMs of $25-40. Going directly to networks or DISH requires established relationships and significant commitments. The CPMs are often higher because you're buying guaranteed inventory rather than auction-based programmatic.
Premium Sports Inventory: Live sports on ESPN commands higher CPMs, often $35-50, because of the engaged, appointment-viewing audience. Sports inventory sells at a premium across all platforms, and Sling's ESPN access is no exception.
What $300 Gets You: At a $20 CPM through programmatic buying, $300 delivers approximately 15,000 impressions across Sling TV and other streaming platforms. These impressions reach cord-cutters watching live TV, a valuable audience that traditional cable advertising often misses.
Budget Recommendations by Business Type:
For a local restaurant or retail store, start with $200-500 to test performance and understand which dayparts deliver best results in your market.
For service businesses (plumbers, lawyers, accountants), $500-1,000 monthly provides enough impressions to build awareness in your service area while measuring impact.
For larger local businesses with established marketing budgets, $2,000-5,000 monthly allows for more sophisticated testing across dayparts, demographics, and content types.
Who Watches Sling TV?
Understanding Sling's audience helps you determine whether it fits your target market. The platform attracts a specific type of cord-cutter that differs from other vMVPD audiences.
Subscriber Profile: Sling TV has approximately 2 million subscribers, making it smaller than YouTube TV (8+ million) or Hulu + Live TV (4+ million) but still representing a significant audience of cord-cutters who specifically chose the budget-friendly option.
Demographics: Sling TV viewers tend to be:
Budget-conscious cord-cutters (Sling is the cheapest major live TV service)
Adults 25-54 (core demographic)
Sports fans (ESPN is a major draw for the Orange package)
News watchers across the political spectrum
Value-seekers who want live TV without the full cable price
Suburban and urban households in mid-tier cost-of-living areas
The Value-Seeking Audience: Sling's positioning as the budget option among live TV streaming services means its subscribers actively prioritize value. They want live TV but aren't willing to pay $75+ monthly for it. This signals practical decision-making rather than pure price-sensitivity. These are viewers who carefully evaluate purchases, which is valuable information for advertisers.
Many Sling subscribers are former cable customers who cut the cord specifically to save money while retaining access to must-have content like ESPN, CNN, or HGTV. They're engaged viewers who made a conscious choice about their TV consumption.
Viewing Behavior: Sling viewers watch:
Live sports on ESPN and Fox Sports (primetime and weekend games)
Cable news throughout the day (CNN, Fox News, MSNBC)
Entertainment networks during primetime (HGTV, Discovery channels, TBS)
Live events and appointment viewing
Morning and evening news programming
Peak Viewing Times: Based on typical streaming patterns, expect highest viewership during:
Weekday evenings (7-10 PM local time)
Weekend afternoons and evenings (sports programming)
Morning news windows (6-9 AM)
Major live events and sports broadcasts
How to Advertise on Sling TV
Small businesses access Sling TV inventory through programmatic CTV platforms.
Step 1: Choose a Programmatic Platform Platforms like Adwave aggregate streaming inventory from Sling TV alongside other services. You won't buy Sling-specific campaigns but will reach Sling viewers as part of broader streaming TV campaigns.
Step 2: Set Your Targeting Define your campaign parameters:
Geographic targeting: Focus on your market, city, or service area
Demographics: Age, income if relevant
Daypart: When should your ads run?
Budget: Start with a test amount to gauge performance
Step 3: Create Your Ad Professional video creative is required:
15 or 30-second spots
High-definition quality
Clear audio
Strong call to action
Platforms like Adwave offer free AI video creation if you don't have existing creative.
Step 4: Launch and Monitor Your ads will deliver across Sling TV and other streaming platforms based on your targeting criteria. Monitor performance and adjust as needed.
Creating Effective Sling TV Ads
Sling viewers are watching on TVs during live programming. Creative should reflect that context.
Technical Specs:
Format: MP4 or MOV
Resolution: 1080p minimum
Length: 15 or 30 seconds
Audio: Broadcast quality
Creative Guidance:
Respect the live TV context Sling viewers are watching live sports, news, and cable programming. They're in a traditional TV viewing mindset. Ads that feel native to TV perform better than social media repurposing.
Consider the sports opportunity Many Sling viewers are sports fans watching live games. Energetic, enthusiastic creative matches the viewing context.
Include clear calls to action What should viewers do next? QR codes work well for streaming TV since viewers have phones nearby.
Professional presentation Your ad appears alongside national brands during cable network programming. Quality matters.
Common questions answered
Does Sling TV have commercials?
Yes, Sling TV includes advertising in its live programming. When watching live TV channels on Sling, viewers see the same commercial breaks as traditional cable viewers. However, Sling's cloud DVR allows viewers to fast-forward through ads on recorded content. For advertisers, live sports and news programming offers the most valuable inventory since viewers watch in real-time.
How can small businesses advertise on Sling TV?
Small businesses access Sling TV advertising through programmatic CTV platforms like Adwave. These platforms aggregate streaming inventory and let you reach Sling viewers as part of broader campaigns that also include other streaming services. You can start with budgets as low as $50, significantly lower than the direct deals that require agency relationships and five-figure minimums.
Who is the Sling TV audience?
Sling TV viewers are primarily cord-cutters who want live TV without paying full cable prices. The service attracts budget-conscious viewers aged 25-54, sports fans (ESPN is a major draw), and news watchers. With approximately 2 million subscribers, Sling represents a smaller but valuable audience of live-TV viewers who are often harder to reach through traditional cable advertising.
Is Sling TV advertising effective for local businesses?
Sling TV advertising can be effective for local businesses when combined with geographic targeting. The audience, cord-cutters who value live TV, represents viewers who may not be reachable through traditional cable buys. Sports and news viewers in particular watch live and can't skip commercials. Through programmatic platforms, local businesses can target Sling viewers in their specific market.
Measuring Your Sling TV Campaign Performance
Understanding whether your Sling TV advertising works requires tracking the right metrics and setting realistic expectations.
Key Metrics to Monitor:
Impressions and Reach: How many times your ad was shown and how many unique households saw it. Sling TV campaigns typically deliver impressions across the platform alongside other streaming services.
Completion Rate: What percentage of viewers watched your entire ad. CTV typically sees 90%+ completion rates because viewers can't skip ads on most platforms.
Frequency: How often the same household sees your ad. For brand awareness, 3-5 times per week is often optimal. Higher frequency can lead to ad fatigue.
CPM (Cost Per Thousand Impressions): Track your actual CPMs against benchmarks. If you're paying significantly more than $25-30 CPM for Sling TV inventory, investigate whether your targeting is too narrow.
Attribution (When Possible): Measuring direct response from TV advertising is challenging but not impossible. Consider:
Unique URLs or landing pages in your commercials
Promo codes specific to your TV campaign
QR codes that viewers can scan with their phones
Tracking website traffic spikes during and after campaigns
Asking new customers how they heard about you
Sling TV Advertising Budget Planning
Planning your Sling TV investment requires understanding realistic costs and outcomes.
Monthly Budget Recommendations:
$200-400/month (Test Phase): At a $20 CPM, this delivers approximately 10,000-20,000 impressions reaching an estimated 3,300-6,700 unique households. Perfect for testing whether Sling TV's audience resonates with your business.
$500-1,000/month (Local Impact): Approximately 25,000-50,000 impressions reaching an estimated 8,300-17,000 unique households. Meaningful exposure with viewers seeing your ad multiple times.
$1,500-3,000/month (Market Presence): Approximately 75,000-150,000 impressions reaching an estimated 25,000-50,000 unique households. Strong brand awareness with consistent market presence.
$3,000+/month (Dominant Presence): Significant impression volume supporting multiple creative executions and sustained market saturation.
Budget Strategy Tips:
Start conservatively: Test with smaller budgets to understand performance before scaling.
Focus geographically: Concentrate budget on your core service area for maximum impact.
Consider sports timing: If you want sports inventory, plan budgets around NFL season and major sporting events.
Allow time to work: TV advertising builds awareness over time. Commit to at least 8-12 weeks of consistent advertising.
When Sling TV Advertising Works Best
Sling TV advertising delivers strong results for certain business types and campaign goals.
Best-Fit Business Categories:
Sports-Related Businesses: Sports bars, sporting goods stores, fitness centers, and sports medicine practices benefit from Sling TV's sports-watching audience.
Budget-Conscious Service Offerings: Sling TV viewers have demonstrated value-consciousness by choosing the cheapest live TV option. Businesses with strong value propositions may resonate.
Professional Services: Legal, financial, and healthcare practices can reach engaged news and cable network viewers.
Local Service Businesses: Home services, auto repair, and other local service providers benefit from geographic targeting to reach nearby households.
Best Campaign Goals:
Reaching Live TV Viewers: Sling TV's core audience watches live programming where they can't skip ads.
Sports Fan Targeting: ESPN is a primary draw for Sling subscribers, making it valuable for sports-adjacent businesses.
News Audience Reach: Sling includes major news networks, offering access to informed, engaged viewers.
Cord-Cutter Penetration: For businesses that need to reach younger households that have left cable, Sling provides access.
Creating Effective Sling TV Ads
Sling TV viewers watch live content on televisions. Your creative should match that premium viewing context.
Technical Requirements:
Format: MP4 or MOV
Resolution: 1080p minimum
Length: 15 or 30 seconds
Audio: Broadcast-quality, clear dialogue
Aspect Ratio: 16:9 (standard widescreen)
Creative Best Practices:
1. Match the Live TV Context
Sling viewers are watching live sports, news, and cable programming. They're in a traditional TV viewing mindset. Ads that feel native to TV perform better than social media content repurposed for TV.
2. Consider the Sports Opportunity
Many Sling viewers subscribed specifically for ESPN. If your ads run during sports programming, you're reaching fans in high-energy, emotional moments. Creative that matches this enthusiasm can resonate.
3. Account for News Viewers
News viewers tend to be informed and engaged. They watch throughout the day, making morning and evening news windows valuable. Creative for news contexts should feel credible and trustworthy.
4. Include Clear Calls to Action
What should viewers do next? Options include:
Simple website URL
QR code (viewers have phones nearby)
Phone number for call-based businesses
Store address for retail locations
5. Professional Presentation
Your ad appears alongside national brands during cable network programming. Quality matters. Avoid anything that looks like amateur social media content.
No Video Creative?
Platforms like Adwave include AI-powered tools that generate professional video ads from your website content and business information. You can have broadcast-ready creative in minutes without hiring a production company.
Reach Cord-Cutters on Sling TV
Sling TV represents the original cord-cutting audience: viewers who left cable but couldn't give up live sports, news, and cable networks. For small businesses, this audience offers valuable reach into households that traditional cable advertising often misses.
The Sling TV Advantage: These are engaged viewers watching live content where they can't skip your ads. They're value-conscious decision-makers who've taken control of their entertainment choices. And through programmatic platforms, you can reach them without the traditional barriers of high minimums and agency relationships.
Through programmatic platforms like Adwave, you can reach Sling TV viewers alongside audiences on 100+ other streaming channels. Start campaigns at just $50, target your local market, and put your business in front of engaged live-TV viewers.
The cord-cutting trend isn't slowing down. More viewers leave traditional cable every month, and many land on services like Sling TV that offer the live TV experience at a lower price point. For advertisers willing to follow the audience, Sling TV represents a growing opportunity to reach viewers who've become invisible to traditional cable buys.
Ready to reach cord-cutters? Create your streaming TV campaign with Adwave and access Sling TV inventory today.