Key Points

• Adding streaming audio to a campaign drove an average 5% gain in local market share for participating dealerships, measured against verified DMV registrations
• Streaming audio adds 74% incremental reach on top ofStreaming TV, reaching shoppers in moments TV can't
• Audio creative is fast and cheap to produce, which means your monthly incentives can stay current without blowing up your budget

Summer Is the Longest Test Drive of the Year

Your shoppers are in the car more right now than at any other time. Commuting, road-tripping, running kids to camp, hauling boats and bikes. And while they're driving, they're listening. 

To Pandora. To podcasts. To the soundtrack of their summer.

The question isn't whether your future customers are listening. They are. The question is whether your dealership shows up in those moments, or whether the dealership down the road does instead.

Here's what that means for you: Streaming audio puts you in front of in-market shoppers during the part of their day when Streaming TV can't reach them, the part where they're actually thinking about that next car.

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‍Your Shoppers Are Already There

The audience data on streaming audio listeners reads like a description of your showroom floor:

• 56% plan to purchase a vehicle within the next two years
• 54% of auto intenders listen to audio while researching their next vehicle
• 67% choose their dealership based on the incentives offered
• 81% are likely to purchase or lease in person at a local dealership
• 65% are willing to travel up to 50 miles to visit a dealership

That last stat is the one we keep coming back to. Two-thirds of auto intenders will drive up to 50 miles for the right deal. Streaming audio lets you reach them anywhere in that radius. At home, in the car, on a walk, and at the gym with messaging built around your incentives, your inventory, and your service drive.

Here's what that means for you: The streaming audio audience isn't a soft, top-of-funnel crowd. They're shoppers, they're nearby, and they're ready to be courted.

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5% Market Share Lift, Measured in DMV Registrations

The skepticism we hear most from dealership GMs is, “Cool, but does it sell cars?”

A 2025 study from Evolution Media Group analyzed more than 1,400 dealership campaigns through their Maven platform. They measured market share, the percentage of new vehicle sales in a defined area attributable to a specific dealership, using verified DMV new vehicle registrations.

The finding: dealerships that added streaming audio to a Streaming TVb campaign saw an average 5% gain in local market share.

That's not a brand lift study. That's not a click-through proxy. That's DMV-verified vehicles registered to households in your market that weren't being registered there before.

Here's what that means for you: Streaming audio doesn't just add reach. It moves the number that matters most to your store.

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Streaming Audio Adds 74% Incremental Reach

If your media plan already runs Streaming TV ads, you're already reaching a meaningful chunk of your local audience. But there's a ceiling, and you're paying more to keep buying the same households.

Streaming audio adds 74% incremental reach on top of Streaming TV. That's higher than any single social platform and higher than linear TV. Different devices, different moments, different attention.

Here's what that means for you: Audio doesn't compete with your Streaming TV plan. It extends it into hours and devices and moments where screens aren't an option, which is most of the day for most of your shoppers.

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Audio Creative Is Fast, Cheap, and Easy to Refresh

A 30-second TV spot is a production. A 30-second audio spot is a script, a voiceover, and a mix. No camera crew, no location scouts, no edit suite.

That matters more than it sounds. Dealership offers change every month, sometimes every week. Audio creative can move at that speed. Your TV creative usually can't.

Here's what that means for you: You can keep your audio creative locked tight to your current incentives without blowing up your production budget every time the manufacturer rolls a new program.

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