The challenge: Breaking a three-year sales decline
Harbor Nissan, a family-owned auto dealership in South Florida, had three consecutive years of declining sales and was struggling to compete in its local market. While the automotive industry faced widespread challenges—including supply chain disruptions, tariffs, and broader economic uncertainty—Harbor Nissan was underperforming even relative to nearby dealerships.
Harbor Nissan’s new vehicle sales dropped from more than 1,000 units in 2020 to just 440 in 2023. By the end of 2024, the dealership was losing market share in its local Port Charlotte area.
To reverse course, the dealership sought to implement a smarter, more efficient advertising strategy backed by measurement that could prove it was driving real business outcomes.
The strategy: A targeted, multiscreen campaign with attribution
Harbor Nissan partnered with Comcast Advertising to deliver a multiscreen TV and streaming ad campaign targeting in-market auto audiences across 20 local ZIP codes.
Comcast Advertising and Clarivoy then measured the campaign’s impact through deterministic, privacy-first attribution. Together, we matched Comcast’s first-party, household-level exposure data with downstream actions, including dealership website activity, auto marketplace visitation, new leads, and verified vehicle sales within the 20-ZIP footprint. This provided Harbor Nissan with a clear view of how its advertising investment translated into real business outcomes.
The outcome: +24.6% higher YOY new vehicle sales growth
The campaign successfully drove sales levels that outpaced the local market, helping the dealership not only recover from the downturn but also regain market share.
- New vehicle sales increased +24.6% YOY in campaign ZIP codes compared with +13.6% growth for the Nissan brand overall, and +6.8% for all-make dealers combined.
- 36% of the total new and used vehicle sales were influenced by the campaign during the one-year reporting period.
- 4,815 new leads were generated, contributing to more than 300 verified vehicle sales.
Additionally, the campaign was particularly successful in driving sales of the Nissan Kicks model. The dealership’s Kicks sales doubled YOY in 2025 compared with +13% for other Florida Nissan dealers that year and only +15% for all Nissan dealers nationwide.
The takeaway
For Harbor Nissan, TV and streaming became measurable performance channels that delivered significant business impact. With the ability to connect ad exposure directly to sales outcomes, the dealership gained confidence to optimize its strategy and continue investing in what worked.