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TrueView Media Group

Burlington Volkswagen

April 2026 Performance Dashboard

Reporting Period: April 7 – April 30, 2026 · CTV / OTT · Generated May 1, 2026
Final · April 2026

Impressions

81,660
24-day flight

Total Cost

$2,498
$2 over $2,500

Total Cost CPM

$30.59
Media-only $22.45

VCR (Weighted)

97.6%
Auto bench ~95%

Reach (Unique HH)

36,259
IFA-deduped, line-level

Avg Frequency

2.25×
Imps / unique IFA

Site Visits (CTV)

218
0.27% of imps · attributed

April Units Sold

18
YoY -19% · 6.7% local share · #7 of top 10 VW dealers
Funnel · Step 1: Impressions → Site Visits

Imp → Site Visit Rate

0.267%
218 attributed visits on 81,660 imps · 1 visit per 375 imps · April; 1.272% in last 7 days · May target ≥ 1.5%

Cost per Site Visit

$11.46
Total spend $2,498 ÷ 218 attributed visits
Funnel · Step 2: Site Visits → VDP Views

VDPs per Visit (Engagement Depth)

1.46×
319 total VDP events ÷ 218 attrib. visits · CTV-driven visitors browse multiple inventory pages

Cost per VDP View

$7.82
Total spend $2,498 ÷ 319 VDP events
Measurement note — unique vs. total VDP: The 319 is total VDP attribution events (page-loads). To express Site Visit → VDP as a clean ≤100% conversion rate, we'd need Unique VDP-Converting Visits, which Pontiac Intelligence doesn't expose in the current export. Action for May: request the partner add a "Unique VDP Viewers" / "Unique VDP-Converting Visits" field to the 61305 export. Until then, the 1.46× engagement-depth multiplier is the cleanest read — and it's a strength signal: when CTV drives a visit, those visitors aren't bouncing, they're browsing multiple inventory pages.

⚠ Critical Finding — Sales Geography vs. CTV Targeting Mismatch

AUTOFLYTE shows Burlington VW sold 18 total units in April. Of those, only 5 (28%) came from the 7 priority ZIPs that received CTV weight. 12 units (67%) came from ZIPs we didn't target — 08077 Riverton, 08060 Mt. Holly, 08033/08034/08035 Haddonfield/Cherry Hill area, 08048 Lumberton, 08049 Marlton-adjacent, 08501 Cream Ridge, 08618 Trenton, 19054 Levittown, and others. The remaining 1 was a long-distance out-of-area buyer. Two of the heaviest-targeted priority ZIPs delivered zero Burlington sales: 19020 Bensalem PA (18,787 imps · 8 VW units sold to competitors, primarily Piazza VW Langhorne) and 08016 Burlington home ZIP (14,758 imps · 1 unit lost to Piazza Langhorne on Burlington's home turf). Implication: the 7-ZIP plan is misaligned with where conversions are actually happening. May should expand the buy to the 12 outside ZIPs that produced real sales, while the dealer team probes why Bensalem and 08016 aren't converting despite reach.

Funnel Performance — 2-Step Conversion

Healthy
CTV-attributed funnel: Impressions → Site Visits → VDP Views, with conversion rate and cost at each step.
Step 1 — Impressions → Site Visits
Impressions
81,660100%
↓ Imp → Visit Conversion Rate: 0.267% (1 in 375) · Cost / Visit: $11.46
Site Visits
2180.27%
Step 2 — Site Visits → VDP Views
Site Visits
218100%
↓ Visit → VDP Engagement: 1.46× (avg VDPs per visit) · Cost / VDP: $7.82
VDP Events
319146%

Step 1 Detail

Imp → Site Visit rate0.267%
Cost per Site Visit$11.46

Step 2 Detail

Total VDP events319
VDPs per Visit (engagement)1.46×
Unique VDP-converting visitsNot exposed by Pontiac · request for May
Cost per VDP View$7.82

Site-Wide Context

Total April site visits (all sources)23,067
CTV share of total visits~0.95%

Daily Delivery — Spend vs. Impressions

24 Days
Daily delivery curve. Pacing reached steady-state from 4/14 onward.

Imp → Site Visit Rate — Trajectory Through April

Trending Up
Conversion rate built dramatically across the flight. By the final week the rate was ~5× the monthly average — already nearly at the 1.5% May target. Daily impression counts aren't broken out in the Pontiac export; this estimate uses the 61305 attributed-impression sample distribution as a proxy.
First 7 Days · 4/6–4/12
0.049%
~30.7K est imps · 15 visits
Lookback hadn't filled in yet
Mid Period · 4/13–4/22
0.270%
~44.4K est imps · 120 visits
Steady-state pacing
Last 7 Days · 4/24–4/30
1.272%
~5.7K est imps · 72 visits
~5× the monthly average
May Target
1.500%
Minimum bar
+0.23pp from end-of-April pace
Read: The early-flight low rate (0.049%) is normal — CTV attribution has a lookback window, and impressions delivered early haven't had time to fully attribute. The mid-period 0.270% is the campaign baseline. The end-of-month 1.272% reflects (a) attribution catching up on prior weeks' impressions, (b) audience familiarity building, and (c) more in-market behavior aligning with delivery. With a full-flight May (no ramp-up) and the optimization plan applied, the 1.5% minimum is realistic.

Audience Composition — Why May KPIs Should Lift Significantly

50/50 Split
~50% of April impressions targeted shoppers who weren't yet in the active buy cycle. As that audience progresses, KPIs naturally compound month-over-month.
Pre-Market Audience · 60–90 Days Out
41,090 imps
50.2% of April delivery · 18,524 unique IFAs
Auto intenders 60–90 days from purchase. Brand-build phase — they don't visit the site or hit a VDP at the same rate as in-market shoppers, but they're being primed for a buy decision in May/June.
In-Market Audience · Active Shopping
40,778 imps
49.8% of April delivery · 17,735 unique IFAs
Audience showing active auto-shopping signals right now. Most of April's 218 attributed visits and 319 VDPs came from this half.
May expectation: a meaningful share of the April Pre-Market audience — auto intenders who saw Burlington VW creative 60–90 days before their buy decision — moves into the active In-Market window during May/June. That means we should see significant lift in Imp→Visit rate, total visits, and VDP attribution even at the same $2,500 budget, simply because the audience progresses through the funnel. Combined with the daypart shift to 8–11 PM prime, the conquest-ZIP expansion, and the why-buy creative, May should outperform April on every conversion KPI.

Competitive Landscape — AUTOFLYTE EDGE 10-Mile Market

April 2026
Where Burlington VW sits in the local VW dealer ranking, how concentrated April sales were by distance, and YoY context against the make.

Local VW Dealer Ranking — Burlington #7

1Cherry Hill Audi30
2Piazza VW of Ardmore23
3VW of Springfield20
4Colonial Subaru VW20
5Fred Beans VW Doylestown18
6Piazza VW of Langhorne18
7Burlington VW17
8Prestige Subaru/VW16
9North Penn VW14
10Wynn VW13
Burlington is mid-pack at #7 of top 10. Cherry Hill Audi (30) and Piazza Ardmore (23) lead — both are top-3 conquest priorities. Closing the 13-unit gap to #1 is a 12–18 month arc, but climbing 3 spots to #4 in 6 months is realistic with the May plan.

Sales Concentration by Distance · 94.4% within 25 mi

0–5 mi
1 · 5.6%
5–10 mi
6 · 33.3%
10–15 mi
6 · 33.3%
15–20 mi
3 · 16.7%
20–25 mi
1 · 5.6%
25+ mi
1 · 5.6%
67% of sales fall in the 5–15 mi band — that's the sweet-spot radius. Sub-5-mi is thin (just 1 unit), suggesting the 08016 home ZIP itself is under-converting. The 10–15 mi tier is where conquest expansion should focus first.

YoY Context — Underperforming the Make

Burlington VW
−19.05%
17 vs. 21 last April
VW Make (DMA)
−12.67%
Segment trend
Burlington Gap to Make
−6.4 pts
Local market share down 0.5 pts to 6.7%
VW as a make is contracting in the DMA, but Burlington is contracting ~6 points faster than the brand. The CTV pilot is one of the few growth levers in play — closing this gap needs share recapture, not category growth.

Top Opportunity ZIPs — Where the Market Sells, Burlington Doesn't

0% Capture
AUTOFLYTE EDGE 10-mi unclaimed-volume ZIPs. ~50+ VW units sold in these ZIPs in April with zero Burlington capture. All are PA-side / suburban Philly — Bucks County and Delaware County conquest territory.
ZIPAreaDistanceMkt SalesBVW SalesYoY Trend
19020Bensalem, PA4.7 mi80▲ +2.45 pts
19038Glenside, PA15.7 mi60flat
19422Blue Bell, PA22.6 mi40flat
19148Philadelphia, PA18.1 mi40flat
08043Voorhees, NJ15.7 mi40▲ +1.23 pts
18902Doylestown, PA23.1 mi40flat
19144Philadelphia, PA16.0 mi40flat
19121Philadelphia, PA16.7 mi40▲ +1.57 pts
18938New Hope, PA20.6 mi40▲ +1.57 pts
19026Drexel Hill, PA24.1 mi40flat
19083Havertown, PA23.9 mi40▼ −0.49 pts
19050Lansdowne, PA22.4 mi40▲ +1.23 pts
19018Clifton Heights, PA24.5 mi40flat
Total unclaimed58013 ZIPs · 0% capture
May targeting priority — load these in this order:
1. 19020 Bensalem (4.7 mi · already in plan, must DOUBLE weight — gaining +2.45 pts trend, biggest unclaimed volume)
2. 08043 Voorhees (15.7 mi · gaining +1.23 pts, only 15.7 mi away)
3. 19038 Glenside (15.7 mi · 6 unclaimed units, second-largest)
4. 18938 New Hope + 19121 Philly (both gaining +1.57 pts — momentum ZIPs)
5. 19050 Lansdowne (gaining +1.23 pts, riding momentum)

Daypart Mix — Hour of Day

Sample n=736 attributed
Hourly distribution from attributed impression timestamps. Heavy 5–7 AM skew tracks cable-IPTV/news streaming — but May plan is to redistribute weight toward East-Coast prime time (8–11 PM).

Geographic — Impressions by Priority ZIP

Tightly Targeted
7 priority ZIPs registered 81,651 ZIP-matched impressions — campaign delivered tightly to plan.

Impression Heat Map — Where the Buy Landed

Targeting Confirmed
Burlington VW 15-mile trade area. Bubble size = impressions delivered.
✓ Targeting verified: ZIP delivery report shows 81,651 ZIP-matched impressions across the 7 priority ZIPs (matches campaign total of 81,660). Bubbles color-coded by April action-group classification — FUEL (grow / conquest), DEFEND (hold home turf), STABILIZE (maintain).

ZIP × Action Group × April Sales

ZIPAreaGroupImpsBVWRead
FUEL — grow / conquest DEFEND — hold home turf STABILIZE — maintain Bubble area ∝ impression volume · click for detail

Top 15 Platforms / Apps

182 unique apps
Highest-volume apps in the buy. Roku Channel leads at 27% share.
#App / PlatformPublisherImpressionsSpendCPM

Device / OS Family

Inferred
Inferred from app/publisher metadata — not a hard device-ID signal.
Note: True device/OS reporting (iOS / Android / Smart TV OS-level) is not included in the current Pontiac Intelligence export. Device family is inferred from app/publisher names — request device-family fields from the platform partner to harden this view.

Publisher Mix

Premium
Roku + Disney + Charter Spectrum = 63% of mix.

VDP Conversions by Publisher

319 total
Charter Spectrum #1, Roku #2, Disney #4. Spectrum/Roku alone drove 52% of VDP attribution.

Reach & Frequency by Line

Line-level dedupe
Imps/unique IFAs at the line level. Live In-App carries highest frequency at 3.97×; Curated and Premium lines pace in the 1.5–2.0× sweet spot.
LineStageImpressionsUnique IFAsUnique IPsFrequencySite Visits

Priority 7 ZIPs — CTV Delivery vs. April Sales

Misalignment
Plan vs. actual: impression delivery overlaid with Burlington's real April unit sales (AUTOFLYTE 25-mi).
ZIPAreaImpsBVWMktShareRead
Outside-priority ZIPs that converted in April (12 units, 71% of total): 08077 Riverton, 08060 Mt. Holly, 08033 Haddonfield, 08034 Cherry Hill East, 08035 Haddon Heights, 08048 Lumberton, 08049 Marlton-adjacent, 08022 Columbus, 08501 Cream Ridge, 08618 Trenton, 19054 Levittown, 08080 Sewell. May recommendation: rotate at least 3–4 of these into the buy.

Model Mix — Market Demand vs. What Burlington Sold

Mix Mismatch
The local VW market is heavily Tiguan-dominated, but Burlington's April sales skewed Atlas-family. Inventory & sales-floor intelligence — CTV creative stays why-buy only.
ModelLocal MarketMkt %BVW SoldBVW %Gap
The Tiguan gap is the headline: the local 10-mi VW market sold 103 Tiguans (40.4% of all VW units) in April. Burlington sold 3 Tiguans (~17%). That's a ~22-point share gap against the single highest-demand nameplate in the territory. Burlington is over-indexed on Atlas / Atlas Cross Sport (where it's actually winning) but under-indexed on the Tiguan demand that's driving the bulk of the conquest market — especially in Bucks County / suburban Philly ZIPs where 0% capture is concentrated.

This is dealer-ops intelligence, not creative direction. Burlington's CTV stays on why-buy messaging (no model-level / offer creative — that's PhD's lane at Tier 1). The Tiguan finding is a signal for the showroom and inventory team: ensure Tiguan stock and floor presence aligns with the conquest opportunity in Bensalem, Glenside, Blue Bell, and Doylestown.

May 2026 Optimization Plan

Forward-Looking
First-month read, optimizing operationally — not aesthetically. Premium broadcast / network inventory holds for the long game; single-month attribution can't capture the brand-association value of a Fox, NBC, DirecTV, ABC affiliate, or Philo placement, and we want them on the buy as the pilot extends.

⊖ Cut / Exclude

Operational issues only · ~$370 recapture
"(unspecified)" / unmapped publisher bucket 13,133 imps and $348 spent against inventory the platform can't even name. Not a premium concern — just a data-hygiene gap. Demand publisher transparency from Pontiac for May or exclude these placements outright.
$348 · 13,133 imps · 0 VDPs attributed
Live In-App line Frequency hit 3.97× on only 679 impressions — well past saturation, only 0.8 attributed visits. Operational over-frequency, not a premium-quality call.
~$20 · 679 imps · 0.8 visits · 3.97× freq
OTT/CTV Misc line 117 impressions across 80 IFAs — too small to deliver scale or read attribution either way. Pause and let the budget consolidate.
~$3 · 117 imps · 1 visit

= Hold — Premium for the Long Game

Don't reactivate to month-1 attribution
Premium Broadcast / Network Fox Corp, Fox Affiliates, NBC Universal, NBCUniversal Media, ABC6/WPVI, ABC7/WABC, Warner Bros Discovery, Philo, Philo TV, DirecTV, Estrella, Univision, Paramount Global, Telly, Vizio, FuboTV, Canela, A&E.
~$280 combined · brand-tier reach
Disney (Hulu / Vevo / Disney+) Highest CPM publisher (~$44) but did convert (32.5 VDPs · $19.91/VDP — yes, less efficient than Spectrum/Roku, but still attributable). Hold at current weight; let efficiency dollars flow into stronger converters rather than slashing here.
$647 · 14,717 imps · 32.5 VDPs
Discovery, Inc. (Max / WBD) $186 spend · 17 attributed VDPs · $10.86/VDP — solid mid-tier converter. Hold.
$186 · 4,284 imps · 17 VDPs

↑ Scale — Redeploy ~$370

Lean into proven efficiency
Sling TV — 2–3× scale-up Most efficient publisher in the buy: $2.93 per VDP attribution. Underweight at $57. Triple it to ~$170 and watch what happens.
$57 → ~$170 · 2,912 → ~9K imps
Roku & Spectrum — protect & grow The workhorses: 45% of impressions, 52% of VDP attribution. Push another $100–150 into Roku Channel and Spectrum TV/Spectrum TV App weight.
+$150 across both
Curated Deals (DTV/Spectrum) lines Top conversion lines in April — 89 attributed visits combined, ~$8–10 per attributed visit. Best-performing line type. Don't touch the budget allocation, but hold these as the spine.
protect at current weight
LG Ad Solutions — small but mighty $2.46 per VDP on $11 spend. Scale to $30–40 just to test if the efficiency holds.
$11 → ~$35
⊖ Cut: ~$370 recapture → ↑ Redeploy into efficient publishers + new ZIPs

Daypart Pacing — Hold Inventory for East-Coast Prime (8–11 PM)

April delivery skewed heavy 5–7 AM (303 of 736 attributed impressions, ~41% of attributed weight in those two hours alone) on the back of cable-IPTV early-news consumption. May plan: redistribute pacing to hold meaningful budget for East-Coast prime time (8–11 PM), where household co-viewing is highest and where the why-buy creative will land against family/lifestyle/sports programming. Mechanically: implement hourly day-parting caps at the line level and require that no more than 25–30% of daily delivery clears before 9 AM. The 5–7 AM slot has worked but it's been over-concentrated; spreading weight into 8–11 PM should also help lift the Imp→Visit rate toward the 1.5% target.
Cap 5–7 AM share < 25% Hold weight for 8–11 PM (E.C. prime) Smooth weekday/weekend

Geographic — May ZIP Expansion (AUTOFLYTE-Driven)

Two-track ZIP expansion: (A) AUTOFLYTE Opportunity ZIPs — where the market is buying VW but Burlington has 0% capture, weighted by trend momentum; (B) April Outside-Priority Converters — ZIPs Burlington actually sold in last month that weren't on the targeting plan. Hold all 7 current priority ZIPs.
A · CONQUEST · AUTOFLYTE 0%-Capture Opportunity (Bucks County / Suburban Philly)
19020 Bensalem (8 unclaimed · ▲+2.45) 19038 Glenside (6) 08043 Voorhees (4 · ▲+1.23) 19121 Philly (4 · ▲+1.57) 18938 New Hope (4 · ▲+1.57) 19050 Lansdowne (4 · ▲+1.23) 19422 Blue Bell (4) 18902 Doylestown (4)
B · MOMENTUM · April Outside-Priority Converters (Burlington already winning here)
08060 Mt. Holly (1 sold) 08077 Riverton (1) 08034 Cherry Hill E (1) 08080 Sewell (1) 08618 Trenton (1)

Creative Strategy — Why-Buy Burlington VW

Lane separation is critical: Tier 1 (PhD) is running offer/price creative on national VW media, so Burlington VW's CTV needs to do the why-buy work — give shoppers a reason to choose this dealership over the 33+ other VW stores in the 25-mi trade area, especially Cherry Hill Audi (the dominant in-market competitor across South Jersey ZIPs) and Piazza VW of Langhorne (the PA-side conquest threat that's taking 19020 Bensalem and even 08016 home-ZIP sales).
Why-Buy Pillars to Lean Into
  • Family-owned / community trust — counter the corporate-dealer-group competitors (Piazza, Cherry Hill Audi parent group)
  • Service department reputation — long-term ownership cost is the rational closer once price parity is reached at Tier 1
  • Inventory depth on what's selling — Atlas / Atlas Cross Sport / Tiguan availability story
  • Easy access from South Jersey + I-295 — geographic convenience vs. the Philadelphia drive to Piazza
  • Trade-in / customer experience — anything that differentiates beyond a published offer
Dealer Ops Intelligence (Inventory & Showroom)
Not creative direction — informs lot mix and floor focus. CTV creative stays why-buy only.
  • Tiguan inventory is the conquest play. Local 10-mi VW market is 40.4% Tiguan (103 units sold in April vs Burlington's 3). The Bensalem / Glenside / Blue Bell / Doylestown opportunity is largely Tiguan demand — confirm stock depth and floor visibility.
  • Atlas / Atlas Cross Sport is winning in held ZIPs. Burlington's strength in Mt. Laurel, Cherry Hill, and Riverside maps to this segment — protect inventory here.
  • Jetta & Taos are utility — minimal share, maintain availability without over-stocking.
  • No EV / ID.4 push. Federal incentive sunset has tanked demand; Burlington sold zero EVs in April, market signal supports holding.
  • Talk track for the sales team: when leads come in from Bensalem or the home ZIP (where reach was high but sales were zero), confirm what the why-buy moment was and where it lost. Feedback loops back to the creative ask.
Implication for Bensalem PA & the home ZIP: the conversion gap there isn't a media-volume problem (we delivered ~33K imps to those two ZIPs) — it's a "why this dealer" problem. The why-buy creative needs to tell shoppers in 19020 and 08016 specifically why a 7–15-minute drive to Burlington beats Piazza Langhorne on something other than sticker price (where Tier 1 already owns the message).

Show / Genre Level Data

Not Available
Show-level and genre-level reporting requires platform-side tagging that isn't enabled on this campaign.
What we have: App / publisher level (Roku Channel, Hulu, Spectrum TV, Vevo, etc.) — see Top 15 Platforms above.

What's missing:

  • Show-level reporting (which specific programs the ads ran in)
  • Genre-level reporting (sports vs. news vs. entertainment vs. lifestyle)
  • True device-OS breakdown (iOS / Android / FireOS / WebOS / Tizen)
  • True daypart from full impression timestamps (current daypart is from attributed sample of n=736)
  • Daily impression counts (needed for true Imp→Visit rate trajectory without proxy estimation)
  • Unique VDP-Converting Visits (needed for clean Site Visit → VDP conversion rate ≤100%; today we only have total VDP events = 319)

To enable for May: request show-level and device-OS report fields from the Pontiac Intelligence partner. Genre-level requires deal-list mapping — TrueView can build a lookup from existing deal names to IAB genre categories.

Prepared by TrueView Media Group · shane@trueviewmediagroup.com · Generated May 1, 2026
Data sources: Pontiac Intelligence delivery log (61302), campaign summary (61303), pixel-attributed site visits (61304) & VDP conversions (61305), ZIP delivery (61439), reach dedupe (61440), pixel event log (63259). Sales tie-back from AUTOFLYTE EDGE 25-mile trade area report. Daypart from attributed impression sample (n=736). Frequency at line-level; campaign-level reach is a cross-line estimate.