Automakers Shift TV Ad Money to Streaming

Shoppers may see more local dealer offers on streaming TV as car brands cut traditional broadcast and cable spending.

Updated on Nov. 2, 2026 in Car Types

Automakers Shift TV Ad Money to Streaming

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Automakers spent more on streaming TV than on linear TV in the first three quarters of 2026, with auto brands putting $1.41 billion into streaming against $1.30 billion into linear, according to iSpot.tv estimates. National linear automaker TV spending fell 14.8% through August 2026, a shift that matters to households weighing where car brands are reaching them.

Why it matters

The move reflects automakers following viewers to streaming platforms and targeting dealer-area buyers more precisely, which can shape which models and local incentives shoppers see when researching a new vehicle. For families comparing cars, the change means local dealer offers may increasingly appear on connected TV rather than on broadcast or cable.

Among the top five automakers in the third quarter, Toyota led with an estimated $80.5 million in cross-platform spend, split 53.34% streaming and 46.66% linear. Every top-five brand spent more on streaming than linear, while Slate Auto, Lucid Motors, Mitsubishi, Chrysler and Rivian put all their spending into streaming CTV.

The players

iSpot.tv

A TV measurement company whose cross-platform data produced the automaker spend estimates in this report.

Toyota

A major automaker whose estimated $80.5 million in third-quarter cross-platform spend was the largest among the top five brands measured.

Hyundai

A South Korean automaker that spent an estimated $63 million on cross-platform advertising in the third quarter, 58.70% of it on streaming.

Ford

A Detroit-based automaker that spent an estimated $57.6 million in the third quarter, 61.35% of it on streaming.

Kia

A South Korean automaker that spent an estimated $57.2 million in the third quarter, with a near-even split between streaming and linear.

The details

iSpot.tv estimates cross-platform automaker spend using its measurement data, and dealers and dealer associations place about four in five automotive CTV impressions. Tier 2 accounts for 62% of linear auto impressions, and their linear impressions rose 60.5% since January 2024, while Tier 1 brand campaign impressions fell 72.8% over the same period. Growth in dealer automotive CTV impressions has reached 28% this year, and Detroit's local auto impressions jumped 156%.

August 2023: baseline for a 49.2% decline in national linear auto impressions.
January 2024: baseline for Tier 2 and Tier 1 linear impression changes.
January through August 2026: national linear automaker spending fell 14.8%.
Third quarter 2026: top five automaker cross-platform spend rankings measured.
September 30, 2026: date of the core event as reported.

The Home Front

The shift follows a measured 49.2% decline in national linear auto impressions since August 2023, as automakers move budgets toward connected TV. Dealer-focused targeting now reaches local markets, with Minneapolis-St. Paul becoming the number one market for local auto advertisers.

When researching a new vehicle, check whether local dealer offers you see online come from streaming ads so you can compare them against dealer quotes. Keep a record of any incentive you are shown so you can confirm it when you visit the dealership.

The takeaway

Automaker ad budgets are moving decisively to streaming, so the dealer deals you see on your TV may be targeted to your area. Save screenshots or written offers before you visit a dealership so you can verify any incentive in person.