Every dealership features a lounge TV—it’s a given. But what’s often overlooked is what’s actually on that TV. Despite millions spent on facilities, branding, and logos, many dealers leave their in-store screens playing generic cable channels that feature ads from competing brands. This silent sabotage hurts your customer experience and your dealership’s credibility. The reality is, what plays on your lounge TV could be undermining everything you’ve built.
Key Takeaways
- Most dealerships unknowingly advertise their competitors through unmonitored lounge TVs.
- Lounge TVs are an untapped opportunity for in-store branding and customer engagement.
- Customers are still influenced by what they see and hear, even while on their phones.
- For just $99/month, dealers can transform lounge content into a marketing asset.
- Saying you care about customer experience means investing in it—consistently.
The Irony of Investment Without Intention
Dealers invest heavily in facilities—from tiles to logos—to craft a specific brand image. Yet many disregard the importance of what plays on the TV, leaving their brand exposed to competitor messaging. It’s like meticulously dressing up for a date and forgetting to brush your teeth. The disconnect between stated care for branding and actual execution is striking—and damaging.
“I Care About the Customer Experience”—Do You Really?
We hear it all the time: “I care about the customer experience.” But actions often tell a different story. Customers waiting in your lounge are bombarded by irrelevant content or worse—competitor ads—because no one bothered to change the channel or invest in branded programming. If your in-store experience doesn’t reflect your care for the customer, what does?
Why Lounge TVs Are the Most Overlooked Branding Tool
Your most profitable customers are right there, in your store, waiting. That TV in the lounge? It’s a golden opportunity to educate, influence, and reinforce your value. Instead, many dealerships give that opportunity away to ESPN, CNN, or worse—ads from Lexus playing inside a Hyundai store. You wouldn’t allow a Lexus banner in your service bay, so why let it into your lounge via TV?
Why “They’re on Their Phones Anyway” Is a Lazy Excuse
Yes, people are on their phones. But that doesn’t mean they’re immune to the environment around them. Lounge TVs provide audio cues, visual distractions, and subconscious impressions. If your customer hears a Lexus commercial while waiting in a Hyundai service bay, what message are you sending?
Multi-Sensory Marketing Matters
People can multitask. They can scroll Instagram while absorbing your dealership’s environment. You can’t control their phones—but you can control what they see and hear in your store. By letting competitor ads play in the background, you’re missing a chance to reinforce your message and letting someone else do the talking.
For $99/Month, You Could Actually Show You Care
Dealers often balk at spending $99/month for a branded lounge TV solution. That’s less than a detail package or oil change—and yet, it gets ignored. Meanwhile, millions are spent on outside advertising targeting people who may never set foot in the dealership.
The Most Cost-Effective Marketing You’re Not Doing
For a minimal monthly investment, you can replace random cable programming with custom content that promotes your brand, your offers, and your message. This isn’t about screens—it’s about strategy. You already have the audience; now it’s time to actually say something to them that matters.
Conclusion
Every square foot of a dealership tells a story—from the architecture to the lounge seating. Yet, the one element many overlook is also one of the most influential: the lounge TV. In an age where branding is everything, allowing competitor ads or irrelevant content in your store is more than just lazy—it’s self-sabotage. A small investment can turn an overlooked screen into a silent salesperson, boosting your credibility and reinforcing your message where it counts the most. It’s time for dealers to stop making excuses and start aligning actions with intentions.
FAQs
1. Why does it matter what’s on the lounge TV?
Because it influences customer perception and can unintentionally promote competitors, diminishing your brand’s impact.
2. Don’t customers just look at their phones anyway?
Not exclusively. Audio and visual elements in the lounge still affect their experience and can reinforce—or disrupt—your brand message.
3. Isn’t this just a minor detail?
Small details add up. Branding is built on consistency, and lounge TVs are part of that environment.
4. What kind of content should play on the dealership lounge TV?
Custom dealership content like promotions, service specials, testimonials, and brand messages tailored to your store and customers.
5. Is $99/month really worth it for this?
Absolutely. It’s one of the most affordable and effective marketing tools to improve the in-store experience and strengthen your brand presence.
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.
