Streaming Live Sports: The New Front Row for In-Market Car Shoppers

This isn’t about traditional TV anymore—it’s about where live sports—and your audience—have moved.More consumers are cutting the cord and turning to streaming platforms to watch live games in real time. Today, over 118 million Americans stream live sports—a number that has surged more than 70% in just a few years. This shift is bringing in a younger, more digitally engaged audience that dealerships can’t reliably reach through traditional channels alone.

From July 17–20, 2026, the automotive industry will gather in Austin, Texas, for one of the most impactful events of the year: Women In Automotive 2026 Conference. This annual conference brings together women leaders, rising professionals, and industry innovators for a few days focused on connection, development, and real career momentum.

At some point, every dealership leader looks up and realizes the same thing: the calendar has flipped faster than expected. Mid-year is here, and the pressure to hit annual targets starts to feel very real. Here’s the good news—this isn’t the moment to rethink everything. It’s the moment to refine, focus, and activate the strategies that can still drive meaningful results in the months ahead.The difference between a flat second half and a strong finish often comes down to execution. And there are a few areas where dealerships can move quickly and see impact without starting from scratch.

Data is everywhere, but clarity is not. Dealerships today are expected to make fast, high-impact marketing decisions—often without a complete picture of what’s actually happening in their market. Questions around where to invest, which models to promote, and how performance compares to competitors can slow teams down or lead to decisions based more on instinct than insight. Pure Insights was built to change that.

A Mazda dealership on the West Coast wanted to build stronger connections with local customers and increase appointments through social media. The goal was to keep audiences engaged with consistent, timely content while promoting offers that would motivate them to take action.

Digital advertising has evolved well beyond simply choosing a channel and setting a budget. Today, success comes from understanding how different tactics work together—each playing a specific role in influencing shoppers, driving engagement, and ultimately generating conversions. For dealerships, the challenge isn’t access to options—it’s knowing which tactics to prioritize and how to balance them effectively.

When it comes to upgrading vehicles, timing and messaging are everything. One dealership recently uncovered a valuable opportunity hidden in plain sight: customers who had purchased over a year ago, many with monthly payments exceeding $800. These high-equity owners were ideal upgrade candidates—but only if the message could break through the noise.

In our latest whitepaper, PureCars Playbook for Dealers, we take a closer look at what it takes to compete in today’s fast-moving automotive landscape. Shoppers are more informed, less brand loyal, and expect seamless, personalized experiences at every touchpoint. At the same time, dealerships face fragmented systems, incomplete data, and increasing pressure to deliver measurable marketing performance. This playbook provides a clear path forward—one built on connection, where data, insights, and execution work together to drive smarter decisions and stronger results.

In a recent conversation with Auto Dealer News, Lauren Donalson, CEO of PureCars, shared a grounded perspective on how dealers can actually put AI to work—without losing control of the customer experience.