Author: Jason Jones, Head of U.S. Local Sales, Premion 

The auto market is shifting fast. Dealers are facing consumer hesitation tied to tariffs, pricing, and inventory concerns — all while navigating new digital behaviors. Shoppers are increasingly researching online, comparing deals in digital marketplaces, and expecting seamless interactions before they ever set foot in a showroom.

That’s why many dealers are asking sharper questions about streaming TV advertising. They want to know how it really differs from traditional TV, whether it can move the needle on sales, and how ROI can be measured beyond brand lift. Dealers also want to be sure that CTV is a cost-effective channel for driving results. Across the board, they’re looking for clear answers on attribution, proof that campaigns connect to real-world outcomes like vehicle description page (VDP) visits and sales conversions, and confidence they can target in-market shoppers with precision down to the ZIP code.

With advanced targeting and full-funnel attribution, CTV has become a proven performance channel for auto advertisers. Dealerships can now track campaign impact with precision and directly link streaming exposure to vehicle sales.

The industry’s response? More auto ad dollars are moving to CTV. According to BIA’s U.S. Local Advertising Forecast 2025*, automotive ad spending in local CTV/OTT will reach $453 million this year, rising 12% to over $500 million by 2028.

Furthermore, the majority of car buyers are streaming, making CTV the go-to channel to connect with them. According to the MRI-Simmons November 2025 Cord Evolution study**, 91% of adults planning to buy or lease a vehicle in the next year are ad-supported OTT viewers, 32% of ad-supported OTT viewers are in-market to purchase or lease within 12 months, and 92% of adults who recently purchased or leased a domestic vehicle in the past year are also ad-supported OTT viewers. 

Here’s how three dealerships turned CTV into measurable wins with Premion.

Tier 3 Domestic Auto Dealer: Driving Confidence and Sales with CTV Accountability

Facing consumer hesitation around tariffs, rising prices, and limited inventory, a Tier 3 domestic auto dealer needed to stand out in a competitive market and capture market share. To meet the challenge, the dealership partnered with Premion on a one-month CTV campaign, leveraging our end-to-end auto solution, including Polk Audiences, to reach in-market car buyers and drive both engagement and measurable business outcomes.

Within 7 days of exposure, the campaign generated 1.4K website visits, 187 new vehicle responses, and 183 used vehicle responses. Leveraging Polk New Car Sales Attribution, the campaign was tied to 53 new vehicle sales and more than $1.8M in new vehicle revenue within 60 days of exposure. With clear accountability and proof of performance, the dealer reported overall sales growth and extended the campaign — demonstrating how CTV precision can fuel confidence and drive results even in the most uncertain market conditions.

Tier 2 Foreign Auto Dealer: Extending Reach and Driving Sales with CTV

As consumers increasingly turn to online research, digital marketplaces, and direct-to-consumer options, a Tier 2 foreign auto dealer needed to modernize its approach and capture attention in a shifting market. Partnering with Premion, the dealership launched a five-month CTV campaign across 23 markets that delivered 41M impressions and significantly extended reach — with 42% of the streaming audience reached having never seen a broadcast or cable commercial.

The campaign drove measurable impact, including a +23% lift in ad recall and +32% lift in brand familiarity, equating to more than 655K incremental people influenced. Within 60 days of exposure, Polk Attribution tied the campaign to a 7.7% increase in new car sales from Q1 to Q2, giving the dealer clear accountability and proven sales growth. With stronger brand perception and attributable vehicle purchases, the dealer reported overall sales gains and validated CTV as a powerful driver of both awareness and revenue.

Tier 3 Auto Dealership: Reclaiming Market Share with CTV Precision

In a competitive suburban market, a Tier 3 foreign auto dealership was losing ground to a local rival and needed to turn things around fast. To drive results, a Total TV campaign seamlessly integrated streaming with the dealership’s existing broadcast spend.

By leveraging both Polk and Website Attribution, Premion drove 83 new car sales and 49% purchase lift for households exposed to the campaign within 60 days of ad exposure, and the Total TV campaign delivered 12.6K website visits at $12 cost per visit within 7 days of exposure. By integrating streaming with their existing broadcast spend and leveraging our trusted partnership with the dealership’s GM, Premion became the single-source CTV solution that helped them rebound with confidence.

As streaming audiences continue to grow, CTV has become one of the most powerful channels for dealerships to drive real results — reaching in-market buyers with precision and accountability.

Download our free report, “STREAMING TV TRENDS & OUTLOOK: The Streaming TV Playbook: Winning Strategies for Marketers in a Shifting Advertising Marketplace,” for more insights on developing and implementing an effective CTV advertising strategy.

* BIA Advisory Services, August 2025

** Source: MRI-Simmons, 2025 August Cord Evolution Study; © MRI-Simmons 2025. The data herein derives from a confidential, proprietary syndicated product owned by GfK US MRI, LLC.

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