# Car dealer streaming TV case studies: what has been published

> 13 published case studies of car dealerships running streaming TV ads on Roku, Amazon Prime Video, Hulu, Comcast, Vibe and MNTN, with the results each one reports and who published it.

URL: https://brightmattersystems.com/research/car-dealer-ctv-case-studies/  
Published by Bright Matter (Bright Matter LLC). Author: Shannon McNeil, founder. Published 2026-11-06, updated 2026-11-06.

## The short answer

Amazon (Prime Video, Fire TV and Amazon DSP) has the deepest published record for dealers, including Rohrich Automotive (sales up 146% year over year in the peak month) and Nimnicht Chevrolet (website visits up 120%). Roku has a 25-store group that bought it in-house and reached 1.7 million households at a $7.36 CPM. Comcast published Harbor Nissan's 24.6% lift in new-vehicle sales. Nearly all of these results are self-reported by the seller, and few disclose spend.

## The published cases[](Roku)[](Amazon Ads, with Corkboard Concepts)[](Amazon Ads, with Lambos Digital)[](Amazon Ads, with Revive and CBC Automotive Marketing)[](Comcast Advertising)[](PureCars (agency))[](Vibe)[](Roku)[](MNTN)[](CTV Blueprint (agency))[](Strong Automotive (agency))[](Amazon Ads (advertiser-provided data))[](Disney Campaign Manager)

| Dealer | Where | Platform | Year | What was published | Published by |
|---|---|---|---|---|---|
| Chapman Automotive Group, 25 stores | Arizona | Roku Ads Manager, bought in-house | 2026 | More than 45.5 million impressions at a $7.36 CPM, reaching 1.7 million+ households. Spend and sales not disclosed. | https://advertising.roku.com/learn/resources/hyperlocal-ctv-how-a-car-dealer-network-efficiently-reached-audiences-at-scale |
| Rohrich Automotive Group | Pittsburgh, PA | Amazon DSP and Streaming TV with QR and action overlays | 2024 results, published 2025 | Year-over-year sales up 146% in the peak month; CPM down “up to 50%.” | https://advertising.amazon.com/library/case-studies/corkboard-concept-rohrich |
| Nimnicht Chevrolet | Jacksonville, FL | Amazon streaming TV on Fire TV, Twitch and Prime Video's free live channels, 25-mile radius | 2025 | Website visits up 120% month over month; form submissions and in-store visits up 23%; visits from targeted ZIP codes up 28%. | https://advertising.amazon.com/library/case-studies/lambos-digital-nimnicht-chevrolet-streaming-success |
| Kia Country of Savannah | Savannah, GA | Amazon streaming TV to auto intenders, then Amazon DSP retargeting, 20-mile radius | 2022 to 2023 | Completion rate above the 98% benchmark; retargeting beat its click-through goal by 120%; the program was extended to seven more dealerships. | https://advertising.amazon.com/library/case-studies/kia-country-of-savannah |
| Harbor Nissan | Port Charlotte, FL | Comcast multiscreen TV and streaming, measured by Clarivoy | 2026 | New-vehicle sales up 24.6% year over year in the campaign ZIP codes; 4,815 leads; 36% of sales “influenced.” The case does not name the apps. | https://comcastadvertising.com/case-studies/harbor-nissan-regains-market-share-and-drives-24-6-yoy-new-vehicle-sales-growth-with-tv/ |
| Dimmitt Auto Group | Tampa Bay, FL | Two-week Amazon Fire TV heavy-up to in-market shoppers | 2022 | Sales up 18% and revenue up 16% month over month; paid search cost per click down 20%. | https://www.purecars.com/news/amazon-video-dealership-advertising |
| Herb Jones Chevrolet GMC | Elizabethtown, KY | Vibe | 2025 | 203,000 households and more than 2 million impressions; website traffic up 800%. | https://www.vibe.co/customers/car-dealership-web-traffic |
| Southern California Toyota Dealers Association | Southern California | Roku video and home-screen ad for the Mirai launch | 2024 | Nearly 73,000 visits to Cox Automotive sites and more than 11,000 visits to Toyota dealer sites, measured by Cox Automotive. | https://advertising.roku.com/learn/resources/the-southern-california-toyota-dealers-association-partners-with-roku-to-drive-consideration-for-mirai-launch |
| Houston Hyundai Auto Group, three stores | Houston, TX | MNTN | 2023 | Cost per acquisition improved 81% month over month; cost per visit improved 15%. No spend or CPM disclosed. | https://mountain.com/case-studies/houston-hyundai-auto-group-drives-business-and-quality-web-traffic-with-mntn/ |
| Subaru dealer, Boise | Boise, ID | Programmatic CTV; top channels Hulu and Roku | 2024 | $2,500 budget at a $27.63 CPM; 551 matched site visits. | https://ctvblueprint.com/ctv-blueprint-case-study-driving-success-for-subaru-store-in-boise/ |
| Toyota of Ann Arbor | Ann Arbor, MI | Amazon Prime Video streaming TV, display and online video, with truck-intender audiences | 2025 | Truck sales up “over 40%”; household reach tripled. | https://strongautomotive.com/wp-content/uploads/2025/08/Truck-Streaming-Campaign-Case-Study_V2.pdf |
| Paramount Automotive | North Carolina | Spectrum Reach streaming, including Amazon inventory | 2024 | Record vehicle sales in November 2024; market share up 30 points year over year; extended to three more dealerships. | https://advertising.amazon.com/library/case-studies/paramount-automotive |
| Schumacher Auto | Palm Beach County, FL | Hulu, self-serve, geo-targeted | 2021 | Featured by Disney as a success story for the GMC Hummer EV launch. No sales figures published. | https://www.disneycampaignmanager.com/success-stories/schumacher-auto-reaches-local-audience-through-hulu/ |

Each link goes to the case as published. Results are the publisher's own figures and were not independently audited. Checked November 6, 2026.

## What the record shows

- **Amazon has the most dealer cases**, and the strongest ones tie streaming TV to sales or showroom visits, usually with Amazon's own shopping data and a DSP.

- **Self-serve works for groups that do it themselves.** Chapman Automotive bought Roku in-house and widened from ZIP codes to whole markets once the price allowed.[^1]

- **Spend is rarely disclosed.** Platform cases almost never say what the dealer paid; only a few agency cases give a budget.

- **Few cases report sales.** Most report impressions, households, site visits or cost per visit. Sales lifts, where reported, come from the seller's own attribution.

- **Peacock and Spotify have no named US dealer results** that we could find, although both sell to automakers.

## What dealers say when the seller is not in the room

The complaints dealers make about streaming TV are rarely about the apps. They are about vendors. In a 2026 survey, 64% of dealership marketers were frustrated by reports listing channels they did not recognize, and 58% had never received show-level reporting.[^2] One former dealer-group CMO told the same researchers that a vendor's $33 CPM buy put 30% of the streaming spend on a free service instead of the premium apps described in the sale.[^2] A dealer-group CMO told AdExchanger that vendors could show amazing numbers, but he never saw a spot, until he switched and customers told him they had seen the ads on Peacock and Paramount+.[^3]

That is why Bright Matter opens the accounts in the dealership's name and lists every app on the report: the published cases show what streaming TV can do; the dealer's own login shows what it actually did.

## Questions dealers ask

### Does streaming TV advertising work for car dealerships?

Published cases say it can: Rohrich Automotive reported sales up 146% year over year in its peak month on Amazon, Harbor Nissan reported a 24.6% lift in new-vehicle sales with Comcast, and Nimnicht Chevrolet reported website visits up 120% on Amazon. Nearly all of these were published by the seller, so a dealer should measure its own flight against a holdout.

### Which streaming platform has the most car dealer case studies?

Amazon. It has published several named dealer and dealer-group cases, including Rohrich Automotive, Nimnicht Chevrolet and Kia Country of Savannah, more than any other streaming platform we found.

### Has any dealer run Roku ads themselves?

Yes. Chapman Automotive Group, a 25-store group in Arizona, buys streaming TV itself in Roku Ads Manager. Roku reports it reached more than 1.7 million households at a $7.36 CPM.

## Sources

[^1]: Roku Advertising, “Hyperlocal CTV: How a car dealer network efficiently reached audiences at scale,” May 13, 2026. A case study published by Roku. https://advertising.roku.com/learn/resources/hyperlocal-ctv-how-a-car-dealer-network-efficiently-reached-audiences-at-scale
[^2]: Pasch Group, “The Streaming Accountability Gap,” U.S. automotive OTT and streaming research report, August 2026. Survey of quality-screened dealership respondents. https://www.paschgroup.com/wp-content/uploads/2026/09/PaschGroup_Streaming_Accountability_Gap_2026.pdf
[^3]: AdExchanger, “Local Car Dealerships Are Buying CTV Ads To Boost Their Brand Building,” March 27, 2025. https://www.adexchanger.com/tv/local-car-dealerships-are-buying-ctv-ads-to-boost-their-brand-building/

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Bright Matter runs streaming TV (CTV) and Meta ads for car dealerships, in ad accounts opened in the dealership's name. Book a call: https://cal.com/shannon-mcneil  Phone: 952-258-8222