From Living Room to Showroom: The New Science of TV Attribution

TV has long been automotive’s biggest ad spend and its biggest black box. That era is over. In this keynote panel, Clarivoy’s Chris Kerr joins leaders from Comcast Advertising and Spectrum Reach to show how deterministic attribution is transforming television from a brand awareness bet into a fully measurable performance channel. The panel will walk through how Clarivoy’s attribution technology connects household-level TV ad exposure across linear, CTV and streaming to real consumer actions: visits to major automotive marketplaces, dealership website engagement and actual vehicle sales. Attendees will leave with a clear understanding of what modern TV measurement looks like, how the industry’s two largest video distributors are partnering with Clarivoy to close the loop, and what this means for how dealers should evaluate and optimize their video spend in 2026 and beyond.