Broadcast and streaming television advertising is not an “either/or” decision. It’s an “and” decision, according to Brad Seitter, EVP, Business Development, TVB.

“What happens when an advertiser just buys streaming and doesn’t invest in linear?” Seitter asked the audience during his Friday session on the NADA Live Stage. “They say, ‘Television doesn’t work.’ ”

Seitter said that to a lot of advertisers, broadcast, cable and streaming television are all the same. But they’re not, which is why auto dealers should invest in broadcast as well as streaming and cable.

Seitter highlighted the just-released Media Comparison 2024 research that found that consumers who are interesting in purchasing or leasing a car or truck in the next year spent most of their viewing time on television, at three hours and 46 minutes per day. Add in cable and auto intenders clocked in a viewing time of 5 hours and 37 minutes per day.

“Television is the number one place the auto intender spends the most time,” he noted. “They start their day with television, they end their day with television.”

Broadcast TV also has the highest reach of ad-supported platforms, with 83% of reach coming from broadcast TV. If you add in cable, reach only increases by 0.8% and paid streaming only adds 1.8% to reach.

The study also found that local TV news remains the most popular and most trusted source of news. People trust local broadcast TV news more than all other media platforms (74%); social media is the least trusted (40%).

TVB is an NADA Show Live Stage sponsor.

Watch the livestream from the Live Stage all week at NADA Show 2024.