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TV Advertising Still Packs a Punch for Car Dealers, TVB Says

Published March 24, 2018


Matt Aukofer

Television is very much alive when it comes to advertising new-car sales, Steve Lanzano, president and CEO of the Television Bureau of Advertising (TVB), said March 23 during the NADA Show 2018 in Las Vegas.

”The problem or the issue we always have is proving that [to car dealers],” Lanzano said during a Live Stage appearance. “There are a lot of shiny new objects out there, but the question is: is that shiny new object moving your business forward?”

Lanzano used a host of charts, graphs and statistics to back up his point that TV is not dead when it comes to auto advertising.

“TV at any life stage is still the number one medium out there,” he said.

In fact, Lanzano said he has been hearing about the death of TV ever since he started in the industry 40 years ago. Yet, “we are as vibrant as ever.”

TVB sponsored the Live Stage at the NADA Show along with ACV Auctions and LoJack. TVB is the not-for-profit trade association representing America’s $21 billion local broadcast television industry. Its members include more than 800 individual television stations, television broadcast groups, advertising sales reps, syndicators, international broadcasters and associate members.

Watch his full remarks below.