Walk into any dealership waiting room and you’ll often find a TV blaring cable news. From grim headlines to political drama, it’s a constant stream of negativity. Add in a few competitor ads and the result is far from the customer-friendly atmosphere dealerships aim to provide. But does this environment affect your sales? The answer: absolutely. Let’s break down how seemingly passive content can impact your bottom line—and what to do instead.
5 Key Takeaways
- Negative news triggers anxiety that can spill into customer interactions.
- Political content divides attention and may polarize customers.
- Competitor ads on your screen can redirect potential buyers.
- Atmosphere influences buying behavior more than many dealers realize.
- Simple media changes can improve customer mood and boost conversion.
The Psychology of the Showroom: Mood Sells Cars
Creating a positive emotional environment is crucial in automotive sales. Research shows that negative headlines can trigger stress responses in viewers—even if they’re not consciously aware of it. In a buying environment, this can lead to indecision, shortened patience, and reduced trust. When your customers are subconsciously primed with fear or worry, it becomes harder for your team to close the deal. A calm, upbeat atmosphere helps customers feel confident and open, which directly impacts conversion rates.
Competitor Ads: The Silent Deal Killer
Broadcast television doesn’t filter out your competitors. Local news segments, streaming ads, or syndicated car reviews may inadvertently promote another dealership—sometimes even naming them directly. You’ve invested in getting the customer in the door. Why let your own showroom turn into free ad space for the competition? This mistake is common but costly. Content curation—whether through a dealership-branded channel or a controlled playlist—prevents this silent leakage of customer attention.
Politics and Polarization: A Risk You Don’t Need
Politics is everywhere, and it’s become more divisive than ever. Broadcasting political commentary in your waiting area risks alienating customers—no matter what side of the spectrum they’re on. You’re not just selling cars; you’re selling trust, reliability, and service. Keeping the environment neutral and focused on your brand prevents unintended bias and conflict. You want customers focused on your vehicles, not distracted by hot-button issues unrelated to your business.
Conclusion
Every part of the customer experience matters—and your media choices are no exception. Negative headlines, political commentary, and competitor exposure can all chip away at your carefully built brand experience. With a few smart adjustments, you can create a space that encourages positivity, trust, and ultimately, more sales. Turn off the noise and turn up the impact.
FAQs
Q. What should I show on dealership TVs instead of the news?
A. Consider a branded dealership channel, service tips, manufacturer content, or silent visual loops that highlight vehicles, offers, and customer testimonials.
Q. Can background media really affect sales that much?
A. Yes—mood and perception are directly linked to consumer decision-making. A positive environment leads to longer visits, better conversations, and higher close rates.
Q. Are there legal issues with showing competitors’ ads?
A. No legal issues, but it’s definitely a strategic mistake. Competitor visibility in your store undermines your brand and redirects attention.
Q. How can I control what’s shown on showroom screens?
A. Use media players or services designed for commercial environments that allow content scheduling, filtering, and customization.
Todd Katcher is the Chief Product Officer of Digital Dealership System, a leader of in-store digital signage and real-time performance leaderboards for car dealerships. With a deep understanding of automotive marketing, KPI tracking, and dealership operations, Todd helps dealerships nationwide increase profits through data-driven strategies and engaging digital experiences.
