Digital dominates automotive advertising, but broadcast remains a key platform for dealers looking to move product, according to Cox Media Group Executive Chairman Steve Pruett.
The details: Even as digital reshapes the automotive advertising landscape, Pruett argues broadcasters, including radio operators, remain critical to the dealer ecosystem because of their localized reach, reports Inside Radio.
Broadcast can generate large-scale awareness, which remains difficult for targeted digital tactics to replicate, said the Cox Media chairman.
The ability to drive shoppers into the store, onto the website, and into the shopping funnel is one of broadcast’s biggest strengths, he added.
“Broadcasters move people to do things, whether that’s click, call, or go,” said Pruett, per Inside Radio. “We can do that with a big voice that fills the top of the funnel.”
Why it matters: Digital channels dominate performance marketing—but awareness still matters, especially in competitive markets where shoppers are cross-shopping multiple brands. Broadcast can complement digital by widening the funnel, driving local visibility, and supporting short-term sales events that rely on reach and frequency.
Between the lines: The success of broadcast advertising hinges on understanding the auto retail business, given that dealerships care less about media pitches and more about measurable outcomes, said Pruett, underscoring what dealers should expect from advertising partners.
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A strong broadcast sales rep should be highly knowledgeable about a dealer’s advertising needs every week, he explained.
Reps also need to be focused on delivering business results rather than simply selling digital strategies, Pruett added.
“If we improve as a broadcast industry, we will improve our ability to serve car dealers and make them more successful and get more value out of their dollar,” he said.
Bottom line: Digital may dominate targeting, but broadcast still plays a role in filling the funnel. Dealers that balance reach-driven channels with performance marketing (and demand accountability from media partners) can stretch ad dollars further and keep showroom traffic flowing.
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