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Shift into Park: How the Automotive Strike is Steering Television Ad Spending

by | Oct 4, 2023

Why waste time on cold calls when you can make 25 warm, value-driven touches in the time it used to take to make five cold calls?

Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is. Every call, every email, every outreach should be strategic, and that starts with having the right data.

That’s where Data Enrichment, powered by the ShareBuilders Assistant, comes in.

The Hidden Cost of Cold Calls

Cold outreach is the least efficient part of the sales process. Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.

It may not be that your pitch is wrong. It’s that your data isn’t working hard enough for you.

Data Enrichment solves this by doing what no spreadsheet ever could: it intelligently fills in the blanks, updates stale records, and gives you the confidence that your message is reaching the right person at the right time — with the right message.

Smarter Outreach Starts with Enriched Data

Imagine opening your CRM and instantly seeing:

  • The correct contact with title, email, and phone number

  • A full DISC assessment of the contact you are reaching out to

  • Pain points and insights for every account

  • Brand logos, colors, and taglines

  • Past activity and pending revenue, all in one view

That’s not a dream — it’s data enrichment done right.

Powering Personalization with Purpose

Today’s buyers don’t respond to generic outreach. They respond to personalized, value-driven conversations that prove you’ve done your homework. That’s why Data Enrichment doesn’t just clean up your CRM — it powers strategic VBRs (Value-Based Reasons) that connect to real challenges and opportunities.

Whether you’re prospecting new business, upselling, or renewing, your team can confidently engage with messaging that resonates.

With the Data Enrichment Assistant, your team can:

  • Identify Relevant Contacts: Stop guessing and start connecting with decision-makers and influencers.

  • Keep CRM Records Up to Date: Automatically capture changes in leadership, ownership, or structure across brands and stations.

  • Craft Stronger VBRs: Leverage insights to tailor outreach based on real business context and market dynamics.

  • Accelerate Sales Cycles: Spend less time researching and more time selling.

  • Drive Higher Response Rates: Personalized, relevant outreach cuts through the noise and earns replies.

More Than a Tool — It’s a Revenue Strategy

Data Enrichment, powered by the ShareBuilders Assistant, is more than just a feature. It’s a sales enabler designed specifically for media sales teams who want to get serious about performance.

For national reps juggling dozens of accounts or local sellers trying to stand out in a competitive market, data enrichment means every touch is smarter, faster, and more likely to convert.

Built for Media Sales. Backed by ShareBuilders.

At ShareBuilders, we’ve spent decades helping media companies grow smarter and sell better. We know how fragmented ownership groups can be. We know the importance of timing, trust, and targeting. That’s why our Data Enrichment is purpose-built for the unique needs of your industry.

So whether you’re working in television, radio, out-of-home, or digital, we’ve got your back.

Ready to Activate Warm Leads at Scale?

Reps shouldn’t have to choose between volume and value. With ShareBuilders, they don’t have to. The Data Enrichment Assistant transforms your sales outreach by turning disconnected data into connected opportunities. Click the button below to learn more or book a demo!

Let's Talk Data Enrichment!

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Ladies and gentlemen, start your engines, but maybe don’t rev up just yet! The automotive industry is revving its engines in a whole new way, causing quite a stir in the world of television advertising. Buckle up because we’re about to take a joyride through the twists and turns of how the automotive strike affects television ad spending.

The Auto Industry’s Wild Ride

2-2First, let’s set the stage. The automotive industry is like the muscle car of the global economy, always making headlines and causing a scene. But lately, it’s been less about screeching tires and more about the sound of picket lines. Yes, we’re talking about the automotive strike that has thrown a wrench in the industry’s gears.

Auto workers are demanding better wages, improved working conditions, and a piece of the profits pie. And while that’s all well and good for the workers, it’s causing automakers to hit the brakes on production. When assembly lines grind to a halt, it creates a ripple effect throughout the economy. So, how does this relate to television ad spending? Buckle up; we’re getting there.

Automakers and Television Advertising

3-3Automakers have long been big spenders in the world of television advertising. Think about those flashy car commercials with sleek cars cruising down scenic roads or the rugged trucks conquering rugged terrain. These ads are not just about selling vehicles; they’re about selling a lifestyle. And they’re also about selling airtime.

Automakers typically drop a significant chunk of change on television ads. From the Super Bowl spots to prime-time commercials, they invest heavily in reaching their target audience. But when production grinds to a halt due to a strike, automakers start looking for ways to cut costs. And what’s often on the chopping block? Yep, you guessed it, television ad spending.

The Domino Effect on Television Ad Spending

4-2When automakers cut back on their television ad spending, it creates a domino effect in the advertising world. Here’s how it plays out:

  1. Networks Feel the Pinch: Television networks rely on advertising revenue to keep the lights on. When a major advertiser like an automaker scales back, it leaves a noticeable gap in their revenue stream.

  2. Ad Rates and Inventory: With less demand from automakers, the supply of available ad slots increases. When supply outstrips demand, ad rates tend to drop. This can be a boon for other advertisers looking to score prime ad slots at a discount.

  3. Creativity Takes the Wheel: Ad agencies and marketers are forced to get creative. They need to find new ways to fill the gap left by automakers, which could lead to more innovative and diverse ad campaigns.

  4. Streaming Services Shine: As traditional television ad spending declines, streaming services like Netflix and Hulu may see a boost. These platforms offer more targeted advertising options, which can appeal to advertisers looking to reach a specific audience.

Conclusion: Navigating the Automotive Strike

So, how will the automotive strike affect television ad spending? It’s a winding road, to be sure. Automakers may tighten their belts and reduce their TV ad budgets, leading to lower ad rates and more creative ad campaigns. Meanwhile, streaming services might rev up their advertising efforts to fill the void.

In the ever-evolving world of advertising, one thing’s for sure: change is the only constant. TV ad spending will shift gears as the automotive industry navigates its strike. So, whether you’re a viewer watching your favorite shows or an advertiser looking to make an impact, keep your eyes on the road ahead because it’s bound to be an entertaining ride.

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