Auto Dealership Advertising: $9.2 billion

Dealership advertising spend hit $9.2 billion in 2024, up from $7.5 billion in 2020—a 22% increase in just four years.

Driving the surge:

• Fewer salespeople → marketing is doing more of the selling
• OEM co-op programs incentivizing dealers to spend more
• Digital-first buyers starting their car search online

With 73% of spend now digital, dealers are investing in measurable, ROI-driven campaigns to stay competitive.

Rising budgets = rising opportunity. For firms serving the dealership ecosystem, these trends are fueling both growth and consolidation.

Colonnade Advisors helps business owners and investors understand how shifting ad spend impacts valuations and M&A. Contact us to discuss your options.