TrueView Media Buy Analysis

Impressions by Dealer by Month

Total Impressions by Dealer × Month

What stands out?

Honda Of Tenafly's November spike: 155,732 impressions — 72% higher than October (90,547) and 52% higher than January (102,682). This was driven by adding Display inventory (15,125 impr) AND a 68% increase in Video impressions (53K→90K). November likely had a seasonal budget push.
Jay Honda runs the biggest single-month buy at 123,230 impressions ($7,997 spend) — nearly 2× the size of BMW of Akron or Jay Buick GMC. Video-only, but at roughly the same CPM (~$65).
VW Akron dropped Audio in January: December had Audio ($1,307 / 31K impr), but January is Video-only. Their Video impressions grew 54% (42K→65K) while CPM dropped from $76 to $70 — they shifted budget into a more efficient Video buy.

Media Type Allocation

Spend Allocation by Media Type per Dealer

CPM by Media Type

Media Type Findings

4 of 6 dealers are 100% Video. Only Honda Of Tenafly (Audio 28%, Display 2.5%, Video 69%) and VW Akron (Audio 15%, Video 85%) run a multi-channel mix. There may be an opportunity to diversify the other dealers.
Display delivers the lowest CPM ($15.36) — roughly 4× more efficient than Video on a pure CPM basis. But it's only used by Honda Of Tenafly and accounts for just 2.5% of their spend.
Audio CPMs are consistent: Honda ($40.48) and VW Akron ($41.65) — tight range suggesting stable audio pricing across the programmatic marketplace.
Video CPM varies significantly: From $57.39 (Honda, Nov) to $76.23 (VW Akron, Dec). VW Akron consistently pays the highest Video CPMs across months.

Platform Performance

Top 15 Platforms by Total Impressions

Hulu Impression Share by Dealer

Top 5 Platform Concentration by Dealer

Platform Conclusions

Hulu dominates everything: 259,762 impressions (31.3% of all inventory) across every dealer. It's the #1 platform for 5 of 6 dealers. For VW of North Attleboro, Hulu alone accounts for 52.9% of their entire buy.
Roku Channel is the consistent #2 in Video: 97,274 impressions (11.7%), present in all 6 dealers. It runs at a $43 CPM — nearly half of Hulu's $80 CPM — making it the best value among top video platforms.
Disney+ is expensive: $86.12 CPM — the highest among top-5 video platforms, and 34% more than Hulu. Across all dealers, it delivers 64,672 impressions but at premium pricing.
Audiology dominates Audio: 71,759 impressions at $39.40 CPM — only runs for Honda and VW Akron. Pandora is the #2 audio platform (48,393 impr, $40.78 CPM).
Platform concentration is highest for Video-only dealers. VW North Attleboro's top 5 = 86.7% of impressions, Jay Honda = 84.5%. Multi-channel dealers like Honda Of Tenafly are more diversified (top 5 = 58.9%).

CPM Efficiency & Value Analysis

Blended CPM by Dealer (All Types)

Video CPM — Top 10 Platforms

Efficiency Takeaways

Honda Of Tenafly gets the best blended CPM ($48–$55 depending on month) because they mix in Audio and Display, which dramatically pulls down the average. Their November was the most efficient month at $48.16 blended.
Best-value video platforms: Pluto TV ($35.50), Philo ($37.12), Sling ($38.00) — all under $40 CPM. These are AVOD/FAST channels delivering strong impression volume at low cost.
Premium tier: ESPN+ ($92.47), Disney+ ($86.12), Hulu ($80.47) — all above $80 CPM. ESPN+ is the most expensive platform in the mix but delivers targeted sports audiences.
VW Akron pays more per impression than any other dealer ($61–$70 CPM range). Their December Video CPM of $76 was an outlier — possibly driven by holiday-season inventory competition.

Honda Of Tenafly — Month-over-Month Deep Dive

Honda Impressions by Type by Month

Honda CPM Trend by Type

Honda Trends

November was the peak month with $7,500 spend delivering 155,732 impressions. Display was introduced in November (15,125 impr) and maintained in January (13,059 impr).
Video CPM improved: $66.16 (Oct) → $57.39 (Nov) → $61.88 (Jan). November's lower CPM coincided with higher volume — suggesting better rates were negotiated or inventory was more plentiful.
Audio is steady: CPM has barely moved ($39–$41 range). Volume fluctuated (37K → 50K → 35K) suggesting Audio budget gets adjusted while rates stay locked.

Key Takeaways & Recommendations

1. Hulu Dependence Risk HIGH

Hulu commands 31% of all impressions and 40–53% of individual dealer buys. If Hulu CPMs rise or inventory tightens, it creates outsized budget impact. Consider diversifying into Roku Channel ($43 CPM vs Hulu's $80) and Tubi ($49 CPM) to reduce single-platform risk.

2. Multi-Channel Dealers Get Better CPMs OPPORTUNITY

Honda Of Tenafly blends at $48–$55 CPM by mixing Video + Audio + Display. Video-only dealers all pay $63–$70 CPM. Adding Audio ($40 CPM) and Display ($15 CPM) to other dealer buys could stretch budgets 15–25% further.

3. AVOD/FAST Channels Are Underutilized VALUE

Pluto TV, Philo, and Sling deliver at $35–$38 CPM — half the cost of premium platforms. They currently account for only 4% of total impressions. Shifting 10–15% of Video budget from Disney+ and ESPN+ to these platforms could significantly boost impression volume.

4. VW Akron's Premium Pricing Needs Review ACTION

VW Akron consistently pays the highest Video CPMs ($70–$76) — 10–20% more than comparable dealers. December's $76 CPM was an outlier. This may warrant reviewing targeting settings, daypart allocation, or bid strategy for this account.

Platform Cross-Reference — Top 15 Platforms × Dealer

Platform	Type	CPM	BMW Akron	Honda Tenafly	Jay Buick	Jay Honda	VW Akron	VW N. Attleboro	TOTAL	Share

Client Performance Report

Media Buy Analysis — Cross-Dealer Comparison