A series of vehicles outside on of CBC's Dealership Partners

Broadcast Marketing

Broadcast Marketing for Independent Car Dealerships Built to Stand Out

If you've worked with a big-box agency, you already know the problem: your ads end up sounding exactly like your competitor down the street. At CBC Automotive Marketing, every broadcast campaign is built from scratch — customized to your dealership, your market, and your brand voice. The result is advertising that gets noticed, drives traffic, and actually reflects what makes your store different.

CBC serves independent dealerships nationwide across every major broadcast channel: streaming TV (CTV/OTT), traditional TV and cable, radio, streaming audio, and out-of-home. And because we handle creative production fully in-house, your campaign is consistent from script to screen — with no hand-offs, no miscommunication, and no generic templates.

CTV/OTT

Amazon Prime | Netflix | Hulu | Disney+ | Compulse

Streaming TV is now the dominant way Americans watch television — and for independent dealerships, it's the single biggest broadcast opportunity available today. Streaming accounted for 44.8% of total TV viewership in mid-2025, surpassing both broadcast and cable combined. If your dealership isn't on streaming, you're missing the majority of the TV audience.

CTV (Connected TV) and OTT (Over-the-Top) advertising lets your dealership run professionally produced video spots on the platforms your buyers are already watching, with the precision targeting of a digital campaign. Unlike traditional broadcast TV, streaming allows you to reach audiences by in-market behavior, household income, geography, and vehicle buying intent — not just broad demographic buckets.

According to MRI-Simmons, 91% of adults planning to buy or lease a vehicle in the next year are ad-supported OTT viewers — making streaming TV one of the most direct paths to reaching in-market car buyers at scale.

CBC calls this the "tradigital" advantage: the brand-building power of big-screen television combined with the targeting and measurability of digital. Every CTV/OTT campaign we run includes full performance reporting — impressions, engagement, and attribution back to real dealership outcomes.

CBC's CTV/OTT services include:

Placement on premium streaming platforms including Amazon Prime, Netflix, Hulu, Disney+, and other popular streaming apps
Audience targeting by vehicle buying intent, geography, household income, and behavioral signals
Full campaign attribution connecting streaming exposure to showroom visits and vehicle sales
Flexible campaign structure — standalone or integrated with your existing digital strategy
Spot delivery and invoice auditing for correct scheduling with make good negotiations if needed

TV/Cable Advertising

Broadcast TV | Cable | Sponsorships | Premium Programming

Traditional TV and cable still command significant audiences, and for dealerships in the right markets, a well-placed spot during local news, sports, or primetime programming can be a powerful brand-builder. CBC's media buyers advocate for your dealership at every step — negotiating rates, securing premium placements, and making sure your budget works as hard as possible.

Beyond standard spot schedules, CBC excels at securing sponsorships, promotional tie-ins, and premium programming placements for dealerships that want maximum visibility. Want your ad running during the Super Bowl or the Academy Awards? Eyeing a sponsorship with your local news station? Our team handles the negotiation, planning, and execution — so you get the placement without the headache. CBC also helps dealerships support their local communities through Public Service Announcements (PSAs) and cause-based campaigns, building brand trust while giving back.

CBC's TV and cable services include:

Spot schedule planning and media buying across broadcast and cable
Rate negotiation and market advocacy on your behalf
Sponsorship and premium programming placement
Community partnership campaigns
Spot delivery and invoice auditing for correct scheduling with make good negotiations if needed

Radio Advertising

AM/FM | Local Radio | Sports and Talk Formats

Radio remains a highly effective channel for car dealerships — especially for reaching commuters and local audiences during high-attention drive times. CBC builds radio into cohesive multi-channel campaigns when it makes strategic sense for your market, ensuring your dealership maintains a broad media presence that reinforces your digital and TV messaging.

A well-written radio spot, placed on the right stations at the right times, can drive meaningful dealership awareness — particularly in markets where radio listenership remains strong. CBC handles creative production and media buying in-house, so your radio spots are consistent with the rest of your campaign voice.

CBC's TV and cable services include:

Spot schedule planning and media buying across Radio and Radio Streaming Services
Rate negotiation and market advocacy on your behalf
Sponsorship and premium programming placement on radio stations
Community partnership campaigns
Spot delivery and invoice auditing ensuring correct scheduling with make good negotiations if needed

Streaming Radio

Pandora | Sirius XM | Podcasts

Streaming audio reaches your buyers wherever they are — commuting, working out, or relaxing at home. CBC's media buyers work directly with major streaming audio platforms to build custom targeted audiences around your ideal vehicle buyer, whether that's new vehicle intenders, used car shoppers, or buyers in specific zip codes.

Podcast advertising in particular is a fast-growing channel for dealerships looking to reach highly engaged, loyal audiences in relevant lifestyle and automotive content categories. CBC identifies the right placements and manages the full buy on your behalf.

CBC's streaming audio services include:

Custom audience targeting on Pandora, SiriusXM, and Spotify
Geographic targeting by zip code, DMA, or region
Spot delivery and invoice auditing for correct scheduling with make good negotiations if needed

Out of Home

Billboards | Sports Stadiums | Wrapped Vehicles | Movie Theatres | Etc.

Out-of-home advertising builds dealership brand awareness at a local level that no digital channel can fully replicate. A well-designed billboard on a high-traffic corridor, a wrapped vehicle in your community, or signage at a local sports venue puts your dealership in front of buyers repeatedly — reinforcing your brand every time they pass.

CBC designs all out-of-home creative in-house, ensuring your outdoor presence is visually distinctive and consistent with your broader campaign. Combined with CTV, digital, and radio, out-of-home becomes a powerful touchpoint in a fully integrated dealership marketing strategy.

Broadcast - FAQ

What is CTV/OTT advertising for car dealerships?
CTV (Connected TV) advertising delivers video commercials through internet-connected televisions on streaming platforms like Hulu, Amazon Prime, and Disney+. OTT (Over-the-Top) is the broader category that includes streaming content on any device — smart TVs, phones, tablets, and computers. For car dealerships, CTV/OTT combines the brand impact of traditional TV with the precise audience targeting of digital advertising, allowing you to reach verified in-market buyers instead of broad demographic groups.
What makes CBC's broadcast marketing different from other agencies?
CBC produces all creative in-house — scripts, video production, audio, and outdoor artwork — and every campaign is custom-built for your dealership. We don't use templates or reuse creative across competing accounts. Our media buyers also negotiate directly on your behalf across TV, cable, streaming, radio, and out-of-home, so you get better placements at better rates with a team that knows your market.
Can CBC handle both broadcast and digital marketing for my dealership?
CBC manages CTV/OTT streaming TV (Amazon Prime, Netflix, Hulu, Disney+, Paramount+), traditional TV and cable, AM/FM radio, streaming audio (Pandora, SiriusXM, Spotify, podcasts), and out-of-home advertising including billboards, wrapped vehicles, stadium signage, and movie theatre placements.
Can CBC handle both broadcast and digital marketing for my dealership?
Yes — fully in-house. CBC's creative team handles everything from concept and scripting through final production and delivery, for every broadcast format we manage.