Author: Jason Jones, Head of Local Sales, Premion

As year-end holiday incentives hit the market, car shoppers are already gearing up. For auto dealers, this isn’t just another busy season. It’s a pivotal moment to reach high-intent buyers as they research, compare, and make decisions.

With 89% of U.S. households projected to be CTV households this year*, more consumers are turning to streaming during key moments of their research journey — giving dealers a powerful opportunity to influence purchase decisions early and drive shoppers directly to their showroom or website.

That shift in consumer behavior is driving more auto marketers to adopt CTV as a full-funnel performance engine. With streaming viewership accelerating, CTV now plays a central role in reaching shoppers during critical decision moments. And with precise targeting, transparent reporting, and proven outcomes, dealers can trust that every dollar is helping deliver leads, visits, and, most importantly, car sales.

Auto ad dollars are following this momentum. According to BIA’s U.S. Local Advertising Forecast 2025, automotive ad spending in local CTV/OTT will reach $453 million this year, growing 12% to over $500 million by 2028.**

And the majority of car buyers are already streaming: MRI-Simmons' November 2025 Cord Evolution study finds 91% of adults planning to buy or lease a vehicle in the next year are ad-supported OTT viewers, 33% 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 Premion worked with one automotive marketing agency to turn CTV into a powerful engine for revenue and dealership growth.

Fueling Dealership Sales and Growth for an Auto Agency

As dealers pushed for stronger year-end results, one automotive marketing agency continued to innovate to stay ahead of shifting media habits and rising expectations for transparency and accountability. Dealers wanted more than impressions — they wanted transparent reporting, high-quality leads, and proof that their media investments were driving sales. Operating across more than two dozen markets, the agency needed a partner that could deliver premium reach, precise targeting, and clear attribution tied directly to dealership outcomes.

That need led them to Premion. Moving from a platform-first buying approach to a true strategic partnership allowed the agency to tap into brand-safe CTV inventory, market-specific geotargeting across 25+ markets, and hands-on optimization aligned to each dealership’s goals. The collaboration provided the performance accountability the agency was missing, with transparent reporting that connected exposure to visits, leads, and sales. This shift not only strengthened relationships with regional and national dealer groups but also established CTV as a core driver of the agency’s growth strategy.

The results were decisive. As we tracked the growing results over a 3.5-year period, the partnership fueled a 560% increase in agency revenue and a sevenfold jump in active dealerships. Dealers reported a notable increase in sales tied to the strategy and higher average monthly spend — clear signs that the program was driving tangible business impact. 

These outcomes transformed initial test budgets into long-term, scaled investment. They showed clearly that as auto intenders spend more time streaming, CTV is becoming one of the most accountable and influential channels for driving year-round sales.

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.

*EMARKETER; Connected TV (CTV) Households, US, 2025, March 2025; Note: *Households with at least one connected TV set, where at least one person of any age uses the internet through a connected TV at least once per month. Copyright © 2025 EMARKETER Inc. All Rights Reserved.

** BIA Advisory Services, August 2025