Why TV Advertising Works for Automotive Brands in the Digital Age
The digital landscape has transformed how brands engage with consumers, shifting much of the advertising budget to online platforms. Despite the surge of digital tools, TV advertising remains a dominant force for many industries, especially automotive.
In view of the prevalence of online ads and social media campaigns, one might wonder why car brands continue to invest heavily in TV advertising. The answer is clear: TV offers unparalleled reach, credibility, and impact that digital platforms cannot replicate, especially for car brands.
Automotive brands understand that to reach consumers effectively, they must engage with them on multiple screens, creating compelling stories that resonate with audiences. Automotive TV advertising still holds immense value, particularly in large, competitive markets like New York. In this post, we’ll learn why TV campaigns remain a top choice for car brands and how it integrates seamlessly with digital marketing efforts.
Understanding the Impact of TV Ads on Consumer Behavior
TV ads have the unique ability to influence consumer behavior. When a TV commercial features a compelling narrative or a captivating call to action, it can move viewers toward making a purchase. In fact, 80% of consumers trust TV ads when making purchasing decisions.1
This powerful impact on consumer behavior is one of the key reasons TV continues to be an effective advertising platform for automotive brands. With reach, emotional engagement, and credibility brands can connect with audiences – boosting brand awareness and driving results.
The Power of Reach
One of the key reasons TV advertising remains popular with the automotive industry is its ability to reach a vast and diverse audience. The sheer scale of TV audiences—spanning national, regional, and local markets—makes it an irreplaceable tool in automotive marketing. For car brands aiming to get their vehicles in front of millions of potential buyers, TV provides an unmatched reach.
In regions like the New York market, where audiences are diverse and fragmented, automotive agencies can reach 7.5M households2 across linear and streaming with media sales agencies like the New York Interconnect (NYI). This level of scale is not just in numbers—it’s in the engagement it creates. Unlike digital ads, which are often ignored or skipped, TV ads demand attention, creating a memorable impact.
Building Emotional Connections
TV ads are incredibly effective in establishing emotional connections with consumers. Digital platforms frequently fall short of the immersive experience TV’s visual and auditory components offer. Whether through emotive music that evokes feelings of freedom and adventure or powerful imagery of the car on a scenic drive across the country—with the correct narrative, an automotive brand can deliver its story in a way that truly connects with viewers.
Automotive marketers know that purchasing a car is often an emotional decision. TV allows advertisers to tap into the heartstrings of their audience, creating a lasting impression that goes beyond just showcasing a product. This emotional engagement translates into stronger brand recall and a greater likelihood of purchase.
Creating Brand Trust and Credibility
With 80% of consumers trusting TV ads when making purchasing decisions1, it’s no wonder TV continues to offer a level of credibility that online ads struggle to achieve. When an automotive brand runs a well-crafted TV spot during primetime or a major sporting event, it benefits from the trust that comes with aligning themselves with a popular show or network.
The fact that a brand is trusted by TV programming lends an air of reliability to the ad. This sense of authority and trust is especially important for automotive brands, whose customers often need assurance of the quality, safety, and reliability of the vehicles they are purchasing. TV delivers these messages more effectively than digital ads, which may feel less authoritative and more transactional.
Driving Purchase Intent
While digital advertising can target users based on their search histories and interests, TV advertising excels in creating broad, influential messages that drive consumer behavior at a larger scale. Studies show that TV ads—especially in the automotive industry—are highly effective in driving purchase intent.1 When potential customers see a car brand on TV, it sparks curiosity and motivates them to explore more, whether by visiting a dealership or researching online.
For automotive brands, TV is a prime platform for generating leads and increasing foot traffic to showrooms. NYI’s ability to place automotive TV ads across New York’s diverse audience ensures that these leads are high-quality, coming from individuals who have already engaged with the message on a deeper level. It’s about using TV as a top-of-funnel tactic that drives consumers to take the next step in the purchase journey.
Regional and Local Targeting
While digital advertising offers targeting based on user data, TV is still incredibly powerful when it comes to regional and local targeting. In areas like the New York DMA, automotive TV ads can reach consumers who are most likely to purchase or lease a new vehicle based on interests and behavior.
By focusing on specific geographic regions, automotive brands can reach consumers who are interested in their vehicles. Whether promoting a particular model to households in the city or aligning a campaign with local events or sports teams, TV remains an unparalleled tool for connecting brands with their local market.
Multi-Screen Strategy: Combining TV and Streaming
The most effective automotive advertising strategies today are multi-screen. While TV remains the centerpiece of many campaigns, it works hand-in-hand with streaming channels to maximize results. In fact, the average time spent per day with traditional TV and streaming is over 5 hours.3 This gives auto brands an opportunity to reach audiences wherever they consume content.
Our media solutions in the New York market integrates traditional TV content with streaming platforms, creating a cohesive strategy that speaks to consumers across multiple channels. This holistic approach amplifies the effectiveness of both strategies. Automotive brands benefit from a seamless experience that guides potential buyers through the entire sales funnel—from ad campaign to online research and ultimately to a purchase.
Taking Your Auto Marketing Strategy to the Next Level with NYI
In an industry where competition is fierce, leveraging TV advertising alongside streaming efforts ensures that car brands can reach and engage their audience effectively, driving long-term success. NYI delivers high-impact TV campaigns that connect automotive brands with the right consumers across New York’s dynamic and diverse market.
Our advanced data-driven strategies ensure that your brand’s message resonates with the right audience, creating a seamless integration between TV and other platforms to drive measurable results. If you’re ready to elevate your automotive marketing strategy, contact us today to discover how we can help you stand out in a crowded marketplace.