The Total TV Playbook:

Reaching Today’s Connected Car Buyers

Buying a car has become a much longer and more considered journey.

 

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    Today’s consumers are spending more time researching online, comparing brands and dealerships, and weighing decisions carefully amid affordability concerns and higher vehicle prices. In fact, consumers now spend more than seven hours researching online before making a decision.

    As buying behavior evolves, so do viewing habits. Streaming is reshaping how consumers watch TV, creating new opportunities for automotive marketers to reach buyers earlier and stay connected throughout the purchase journey. Today, 91% of auto intenders are reachable through a combined traditional and streaming Total TV strategy.

    For automotive marketers, that changes everything.

    Reaching today’s car buyers requires more than broad reach. It demands precision, measurable attribution, and the ability to connect with consumers seamlessly across both streaming and linear TV environments.

    What You’ll Learn

    In this playbook, you’ll discover:

    • How the automotive purchase journey is evolving in 2026
    • Why Total TV strategies are outperforming single-channel approaches
    • How to reach in-market buyers across linear and streaming
    • Best practices for audience targeting, timing, and attribution
    • How dealerships are driving measurable car sales with CTV + linear

    Download the free 2026 Automotive Marketing Total TV Playbook to get the insights, audience trends, and strategies you need to reach today’s connected car buyers and drive measurable results.