October 28, 2025
The Complete Guide to TV Advertising for Auto Dealerships
Reach in-market car buyers in your primary market area
Table of Contents
Car buyers do their homework before visiting a dealership. By the time they walk through your door, they've already picked their top choices. TV advertising puts your dealership on that list. It builds brand awareness so buyers think of you first when they're ready to shop.
Big auto advertisers have owned local TV for decades. But streaming TV has changed the game. Now independent dealerships and smaller operators can access the same premium ad space. You don't need a huge budget to get started.
Why TV Advertising Works for Dealerships
Buying a car is a big decision. Customers want to buy from a dealer they trust. They want fair treatment and quality service. TV advertising builds that trust. It shows buyers you're established, professional, and worth a visit.
The dealership opportunity
TV advertising helps dealerships across every profit center:
New vehicle sales bring strong margins and manufacturer bonuses
Used vehicles often produce higher per-unit profits
Service departments create recurring revenue for years
Happy customers come back for future purchases and send referrals
The challenges you face
Getting customers isn't easy. Here's what you're up against:
Intense competition from other franchise dealers, independent lots, and online retailers
Brand loyalty that limits consideration to specific makes
Geographic factors that influence where buyers shop
Advertising noise that drowns out your message
How TV solves these problems
TV advertising tackles each challenge:
Builds awareness so buyers include you in their search
Creates credibility with professional TV presence
Showcases your inventory and facilities in a way other media can't
Focuses on your market with geographic targeting
The most successful dealerships dominate their local markets. They have strong name recognition. TV advertising builds that recognition fast.
Real Results from Dealership TV Ads
Dealerships who run TV ads see real improvements:
More showroom traffic from buyers who mention your TV ad
More website visits and vehicle page views
Better lead quality from serious buyers
Growing service revenue from vehicle purchasers
The math makes sense
Think about the lifetime value of a customer:
New car gross profit: hundreds to thousands per unit
Used car margins: often higher than new
Service visits: hundreds in recurring revenue
Customer lifetime value: tens of thousands across purchases and service
Say you spend $5,000 per month on TV ads. At a $25 CPM, that gets you about 200,000 ad views in your market. Even if just a few of those views lead to sales worth thousands in gross profit, the investment pays off.
Services That Benefit from TV Advertising
TV advertising works for all dealership profit centers.
New vehicle sales
Build brand awareness and drive showroom visits.
Used vehicle sales
Highlight your inventory quality, selection, and value. Stand out from competitors.
Certified pre-owned
CPO programs set you apart from independent lots. TV builds awareness and trust for your CPO offerings.
Service departments
Keep service top-of-mind for maintenance and repairs. Many customers forget you offer service after buying.
Parts and accessories
Reach DIY customers and car enthusiasts.
Financing
Build trust so customers feel comfortable financing through you.
How It Works for Dealerships
Getting your dealership on TV is simple:
Share your info - Give us your website or business details
Get your ad - Adwave creates a professional commercial in about 2 minutes
Customize it - Adjust to feature specific inventory, promotions, or messaging
Target your area - Focus on people who could realistically visit your dealership
Go live - Your ad runs on 100+ premium channels including sports, news, and entertainment
Targeting Options for Dealerships
TV advertising lets you reach buyers who matter most.
Geographic targeting
Match your realistic draw area. Most dealerships draw from 20-50 miles out, depending on market size and competition.
Demographic targeting
Refine your reach based on buyer profiles. Income levels, household size, and lifestyle factors all affect who buys cars.
Conquest targeting
Reach buyers considering other brands or dealers. Expanding their consideration set is key to growing market share.
Content targeting
Place ads during shows your buyers watch. Sports, news, and lifestyle content reach car-buying audiences well.
Budget Considerations
TV advertising scales to fit your dealership.
Starter campaigns
$2,500-5,000 per month establishes presence and tests response.
Growth investments
$5,000-10,000+ per month drives strong market visibility.
Market leadership
Sustained higher investment keeps you top-of-mind.
At an average CPM of $25, a $5,000 budget gets you about 200,000 ad views in your market. Adwave creates your commercial for free. You only pay when your ad runs.
Timing Your Campaigns
Match your advertising to buying patterns:
New model launches - Generate excitement for fresh inventory
End-of-year clearance - Move aging inventory with urgency messaging
Spring and late summer - Align with natural shopping cycles
Year-round presence - Catch buyers whose needs arise unexpectedly from accidents, life changes, or reliability issues
Building Service Department Revenue
TV advertising grows service alongside sales.
Service awareness - Remind buyers you're there for maintenance and repairs
Warranty reminders - Prompt customers to use covered service before it expires
Maintenance packages - Introduce ongoing service relationships
Recall communication - Let customers know about safety campaigns
Common Mistakes to Avoid
Some dealerships hurt their results with these mistakes:
Price-only messaging
Discount wars kill margins. They also attract price shoppers who won't become loyal customers. Focus on value and experience instead.
Forgetting service
Vehicles sell once in a while. Service creates ongoing touchpoints. Promote both.
Generic messaging
What makes you different? Your staff? Facilities? Selection? Service quality? Tell people why you stand out.
Inconsistent advertising
Building brand preference takes time. Starting and stopping campaigns wastes your investment. Stay visible.
Inventory and Promotional Messaging
TV advertising highlights what buyers want to see:
Model launches - New arrivals create excitement
Clearance events - End-of-year deals drive urgency
Special offers - Financing incentives and trade-in bonuses
Quality pre-owned - Showcase used inventory that beats competitors
Building Brand Loyalty
TV advertising keeps customers coming back:
Service retention - Keep buyers returning to your service bay
Repeat purchases - Stay in mind for their next vehicle
Referrals - Satisfied customers who see your ads recommend you
Community connection - Consistent presence builds relationships
Competitive Differentiation
TV advertising shows what makes you unique:
Family ownership - Local connection that big dealers can't match
Awards and reviews - Customer satisfaction scores build trust
Facility quality - Show off your customer experience
Staff expertise - Highlight your team's knowledge and experience
Measuring Success for Dealerships
Track these metrics to optimize your investment:
Showroom traffic - Ask visitors where they heard about you
Lead quality - Compare ad-generated leads to other sources
Attribution - Connect ad exposure to sales through website tracking and surveys
Service revenue - Measure how many buyers become service customers
Getting Started
Streaming TV advertising gives dealerships big-brand power at accessible prices. Professional ads build buyer trust. Geographic targeting focuses on your market. Video shows your inventory and experience better than any other medium.
Your dealership offers the selection, service, and experience buyers want. TV advertising shows them that.
Ready to drive more traffic? Create your TV ad and see how your dealership looks on the big screen. It takes about 2 minutes and costs nothing to try.
Common questions answered
How effective is TV advertising for car dealerships?
TV advertising works well for auto dealers because it reaches buyers while they're still deciding where to shop. The visual format shows off your inventory and dealership personality. Many dealers say TV-driven customers arrive more informed and ready to buy than walk-ins from other sources.
When should dealerships run TV advertising?
Run ads around key buying seasons: tax refund time (February through April), summer selling season, and end-of-year clearance events. Increase spending before major sales and holidays. Many successful dealers keep baseline TV presence year-round, then boost investment during peak periods.
What should a dealership TV ad include?
Use your actual inventory and facilities, not generic stock footage. Show what makes you different: your selection, service, pricing, or community ties. Include specific offers to create urgency. Feature real staff if they're part of your brand. Keep the message focused.
How do dealerships track TV advertising results?
Use unique phone numbers for TV campaigns. Ask customers how they found you. Watch showroom traffic during ad runs. Track branded search volume. Attribution tools can connect TV exposure to dealership visits and sales. Compare results during ad periods to your baseline to measure lift.