AutoSuccess: “EMG, SiriusXM Drive Dealership Market Share Growth with Study”

Auto dealerships aiming to gain an edge may want to rethink how they use streaming media in local markets. A new study from EMG, in collaboration with SiriusXM Media and powered by EMG’s Maven platform, revealed major results. Dealerships using both Connected TV (CTV) and programmatic Digital Audio campaigns saw a 21.8% increase in dealership market share growth.

Market share serves as the clearest indicator of real-world retail performance. It reflects how well a dealership turns marketing into vehicle registrations within its area. Metrics like impressions and engagement offer insight into interest, but only market share shows if that interest becomes real sales. A 21.8% lift signals real competitive gain, especially in a zero-sum market.

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