For decades, car dealerships relied on linear TV to reach mass audiences during prime-time shows and live sports. But in 2025, the media landscape has shifted: viewers are streaming more than ever, and platforms like Amazon Prime Video, Netflix, and live sports streaming are pulling audiences away from traditional television.

For dealerships, this shift is an opportunity. Connected TV (CTV) advertising allows you to reach in-market auto shoppers in premium streaming environments—with more precision, better measurement, and often at a lower cost than traditional TV.

In this article, we’ll break down automotive CTV strategies across three of the biggest streaming environments: Amazon Prime Video, Netflix, and premium sports.

Why CTV is Essential for Auto Dealers

• Declining linear TV reach: Traditional TV CPMs are rising, but fewer viewers are watching.
• In-market targeting: Platforms like Amazon DSP allow dealers to target auto intenders—not just broad demos.
• Outcome-based measurement: Dealers can now tie streaming ad spend to VDP visits, showroom traffic, and even sales attribution.
• Local activation: Unlike national TV, CTV allows for DMA-level targeting, perfect for Tier 2 and Tier 3 dealer budgets.

Strategy 1: Amazon Prime Video & Amazon DSP

Why it matters

Amazon Prime Video is one of the largest streaming platforms in the world, with access to Fire TV, Freevee (Now Prime Video "Watch For Free", Twitch, and Amazon DSP’s third-party app network. What sets it apart is Amazon’s retail data—you can target shoppers who are actively browsing SUVs, trucks, or car accessories.

Dealer Playbook

1. Shift 15–25% of TV spend into Prime Video inventory.
2. Conquest campaigns: Use Amazon’s intent data to target shoppers considering competitor brands.
3. Tiered targeting: Tier 2 budgets can target by DMA, while Tier 3 can geo-fence around specific rooftops.
4. Cross-device retargeting: Serve follow-up display ads to streaming viewers when they browse Amazon.com.
5. Measure outcomes with Amazon Marketing Cloud (AMC): link campaigns to VDP visits, lead forms, and sales.

Example

A Chevy dealer shifting 20% of its Jacksonville DMA TV budget into Amazon DSP CTV saw 40% incremental reach at a lower CPM, plus showroom traffic tied directly to ad exposure.

Strategy 2: Netflix Advertising

Why it matters

Netflix’s ad-supported tier is growing fast, and while it doesn’t yet offer Amazon’s first-party retail data, it delivers huge audience scale and premium content environments. Auto dealers can reach engaged viewers during binge-worthy shows and movies.

Dealer Playbook

1. Leverage brand-safe environments: Netflix inventory is premium and uncluttered.
2. Focus on awareness campaigns: Use cinematic creative to highlight new models, financing offers, or seasonal sales events.
3. Geo-targeting: Run DMA-specific campaigns for local dealer groups.
4. Use Netflix for Tier 1/Tier 2 alignment: Great for regional association budgets looking for prestige placements.

Example

A regional Toyota association ran CTV campaigns on Netflix tied to a summer clearance event, achieving double-digit lift in awareness and higher brand recall vs. linear TV buys.

Strategy 3: Premium Sports Streaming (Amazon & Beyond)

Why it matters

Sports is the last bastion of live TV—but streaming is catching up. Amazon Prime has exclusive rights to Thursday Night Football, and other platforms are streaming Premier League, NBA, and MLB games.

Sports content still commands attention, making it a prime environment for auto dealer advertising.

Dealer Playbook

1. Run ads during live sports via Amazon DSP: Prime Video inventory includes Thursday Night Football, with premium ad slots.
2. Conquest with audience layering: Reach truck intenders during NFL games, or luxury intenders during Premier League matches.
3. Leverage co-op dollars: Many OEMs approve CTV spend under digital/OTT categories. Sports streaming often qualifies.
4. Retarget sports viewers: After live games, retarget fans with dealership offers on Fire TV and display ads.

Example

A GMC dealer running Prime Video NFL campaigns saw higher showroom foot traffic on weekends, with attribution tied directly to game-day campaigns.

How Dealerships Should Allocate Budgets

• Amazon Prime Video (via DSP): 40–50% of CTV budget. Most powerful for targeting auto intenders and tying spend to outcomes.
• Netflix: 20–30%. Great for prestige placements and awareness, especially regional/Tier 2.
• Premium Sports Streaming: 20–30%. Use for brand-building and event-specific activations.

Final Thoughts

CTV isn’t just a national brand play anymore—it’s a local dealership advantage. With Amazon Prime Video, Netflix, and live sports streaming, car dealers can finally combine the scale of TV with the precision of digital.

If you’re still allocating 100% of your budget to linear TV or third-party lead sites, you’re missing the future of automotive advertising.

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