Automotive Advertising in 2026: The Evolving Role of Broadcast and CTV скачать в хорошем качестве

Automotive Advertising in 2026: The Evolving Role of Broadcast and CTV

The story everyone repeats about auto advertising is simple: digital won, broadcast lost. In this episode of Leading Local Insights, guest host and media analyst, Mike Boland speaks with Cox Media Group Executive Chairman and veteran broadcast leader Steve Pruett, along with BIA’s Mark Dugan, to examine a more accurate picture and outline a smarter strategic approach that includes broadcast and CTV. Grounded in BIA’s $10.7B local automotive forecast for 2026, the discussion explores how two-thirds of digital spend coexists with broadcast’s continued strength in delivering scale, trust, and top-of-funnel momentum. CTV is growing, but success comes from portfolio strategy rather than channel substitution. Drawing on decades of leadership across major markets, Steve offers practical advice for broadcasters navigating dealer dynamics and co-op realities. While dealers have become highly sophisticated in mid- and lower-funnel tactics, when foot traffic slows and website traffic softens, they return to broadcast to refill the funnel. For broadcasters and media strategists, this episode delivers clarity on balancing reach and precision to win automotive in 2026.