Live Stage Session Describes the Best Media Mix for Your Ad Dollar
Understanding the media consumption habits of automotive consumers is critical for dealerships looking to grow their business. TVB’s Brad Seitter will break down the data from the latest Growth for Knowledge study (released in January) during the session “Capturing the 2025 Auto Customer: Streaming TV in a Linear World” on the NADA Live Stage (booth #5729 on the expo floor; directly across from the transportation hub entrance) on Friday, Jan. 24, 12:20-12:50pm.
Among the findings that can help dealerships tailor their advertising strategies for maximum impact are:
- The Market Breakdown. Only about 9% of consumers are actively looking to buy a car or truck right now. This statistic means that the remaining 91% of potential customers aren’t yet in the market but will be in the future. For auto advertisers, this creates a choice: focus on the immediate 9% or the broader 91%?
- Leveraging Consumer Media Habits. The key to reaching that 91% lies in understanding how and where they consume media.
- Media Reach and Duplication. Broadcast TV accounts for 83% of reach, but the overlap between viewers across cable and streaming platforms is significant.
- The Growing Role of Streaming. More than half of auto intenders are watching streaming content, but a large portion of this is ad-free content.
- Trust in Media. Broadcast TV news commands a high trust level. In contrast, social media platforms rank much lower on the trust scale.
- The Impact of Generational Differences. Trust in media varies across age groups. While younger consumers may not be the ideal target for auto dealership advertising right now, their media habits will likely change over time, making them more reachable through traditional channels.
- Tracking the Effectiveness of TV Advertising. One of the challenges with television advertising has always been tracking effectiveness. However, Seitter says there are ways to track the impact of TV campaigns. He’ll offer specific traffic strategies for tracking consumer behavior more effectively.
Again, Seitter will break down what all of the above means for dealership marketing campaigns and your bottom line at his Live Stage session on Friday, Jan. 24, 12:20-12:50pm. Please join us.
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