☢️ Broadcast TV Isn’t Dead. It’s a Nuclear Bomb.

If you’re still debating whether broadcast TV deserves a chunk of your advertising budget, here’s a wake-up call. At a recent presentation, Brad Seitter delivered a masterclass on media allocation that could be summed up in one word: reach.

Let’s cut to the chase

Broadcast TV dominates. According to a GFK study, 83% of automotive consumers are reached by television, and the bulk of that comes from broadcast. Streaming? Sure, it’s shiny and new, but it’s not stealing the spotlight. Even when you pile on cable and streaming, you’re barely nudging reach up because—spoiler alert—it’s the same people watching in different places. The real magic happens where they start and end their day: linear TV.

Oh, and that chart your agency loves to show, comparing streaming to linear TV? Turns out Nielsen and Comscore have been lumping ad-free platforms into those streaming numbers. Once you strip those out, linear TV jumps to nearly 68% of viewing time, while ad-supported streaming shrinks to just 32%. Adjust your pie charts, folks.

Still not convinced?

Let’s talk influence. GFK asked consumers which media influenced their car-buying decisions. Broadcast TV towered over every other option. Awareness, consideration, purchase—TV crushed it at every stage. In fact, consumers over 50 (read: people who can afford a $49,000 car) named TV their #1 media influence 61% of the time.

And don’t forget the political playbook. When campaigns need to win races, they flood broadcast TV. Why? As David Axelrod put it, "Broadcast TV is the nuclear bomb." Enough said.

Sure, younger audiences consume media differently, but as Brad pointed out, life stages shift. That 19-year-old glued to Roku today will want local weather and national news when they’re juggling a mortgage and kids. And guess where they’ll turn? TV.

Sooooo…

Broadcast TV isn’t just alive—it’s thriving. If your dealership’s ad dollars aren’t leaning 60-80% toward TV, you’re leaving reach, influence, and sales on the table.