New Study from EMG Shows 21.8% Increase in Local Market Share for Auto Dealerships That Combine CTV with Programmatic Digital Audio

Cross-platform streaming campaigns prove more effective for local market reach, according to new research with SiriusXM Media

LOS ANGELES, July 8, 2025 /PRNewswire/ -- Auto dealerships looking to gain an edge in their local market may want to reconsider how they approach streaming media. A new study from EMG, developed in collaboration with SiriusXM Media and powered by EMG's Maven platform, reveals that dealerships running both Connected TV (CTV) and programmatic Digital Audio campaigns saw, on average, a 21.8% increase in local market share.

Market share is the clearest indicator of real-world performance in retail automotive because it reflects how well a dealership is converting marketing into actual vehicle registrations within its area. While metrics like impressions and engagement rate offer insight into consumer interest, only market share shows whether that interest is turning into sales—and who's winning locally. A 21.8% lift in this metric signals meaningful competitive gain in what is often a zero-sum game.

"With over eight years of data from thousands of dealership campaigns and millions of conversion points, EMG's Maven platform provides the most comprehensive view of streaming effectiveness in retail automotive," said Brian Singleton, CEO and Founder of EMG. "This study confirms that dealerships not integrating programmatic Digital Audio into their streaming mix are significantly missing out on market share potential."

The study analyzed over a thousand dealership campaigns and leveraged DMV new vehicle registration data to measure real market impact. Using Maven's extensive data insights, EMG evaluated campaign performance far beyond typical metrics to uncover how combined CTV and programmatic Digital Audio campaigns drive better results.

Study Details:

• 1,424 dealership campaigns were analyzed, resulting in over 75 million conversions.
• The data considered was collected over 8 years.
• Market share was measured using verified DMV new vehicle registrations.
• Campaigns reviewed included podcasts and streaming audio platforms alongside CTV.

Key Takeaway:
Dealerships that don't add programmatic Digital Audio to their streaming media mix are significantly missing out on market share growth.

"Programmatic Digital Audio delivers incredibly engaged audiences during moments when visual media can't," said Juliette Ferrara, Automotive Head of Industry at SiriusXM Media. "We've seen firsthand how combining programmatic audio with CTV extends campaign reach and resonance, especially in screen-free environments like commutes or errands. Automotive advertisers are finding real value in meeting listeners where they are, and this study confirms it."

"We've seen measurable improvements when pairing CTV with programmatic Digital Audio," said Justin Simon, Managing Partner of Driven Media Group, an agency partner to automotive dealerships. "EMG's Maven platform helped us identify local market gaps and tie our media strategies directly to vehicle registration outcomes. That level of clarity has reshaped how we approach planning and optimization for our clients."

"Our dealership group has been working with EMG through Driven Media Group for over a year, and across all our stores and brands, we've seen steady, month-over-month growth in market share," said Jack Delaney, Dealer Principal of Delaney Automotive Group. "In April alone, our dealerships averaged a 17% market share lift compared to our OEMs. At Delaney Chevrolet of Indiana, the results were even more dramatic, with a 60% increase in a single month."

This cross-platform approach doesn't just expand reach—it fills in the gaps. Where CTV captures attention in the living room, programmatic Digital Audio connects during screen-free moments, adding depth and continuity to a dealership's messaging. Programmatic Digital Audio filled key moments when CTV couldn't reach buyers—on the road, during workouts, or while multitasking.

For dealerships and marketing agencies looking to improve ROI, stand out in local markets, and move beyond fragmented media strategies, the data makes it clear: CTV and programmatic Digital Audio work better together.

The study, conducted by EMG and SiriusXM Media, is available here: https://www.siriusxmmedia.com/insights/adding-programmatic-audio-to-ctv-drives-vehicle-sales.

About EMG
EMG is the first and only streaming advertising company dedicated exclusively to automotive. Optimized from millions of attributed dealership conversion data points, EMG's streaming analytics platform, Maven, and data-driven execution help dealerships connect with in-market buyers and achieve measurable market share growth.

Media Contact:
Laurie Halter
Charisma! Communications
503-816-2474
[email protected] 

SOURCE EMG