Television is the ultimate marketing machine for dealerships, according to the latest data shared by Steve Lanzano President & CEO, TVB during his jam-packed, lunch session on the NADA Live Stage. “The power of TV to drive people to take an action is so important,” Lanzano said during the session which was presented by TVB.

The average American spends four hours a day watching TV and for those who plan to buy or lease a car within the next year, that number jumps to 5.5 hours a day, according to Lanzano. “Other media drives people to search,” Lanzano said, noting that broadcast TV reaches as many people in one day as social media reaches in a month.

Watch more of Lanzano’s session insights and be sure to catch our other live coverage all weekend from the NADA Live Stage.