The study
From January through June 2026, Arpeggio analyzed campaigns for 1,471 advertisers and 1.01 billion impressions. We focused on luxury car dealerships and compared those that advertised with Arpeggio against those that didn't. All dealer and brand data is anonymized.
A tough half for luxury
New vehicle registrations, a common measure of sales, dipped 1.1% from the first half of 2025. But results varied widely by brand. At the strongest brand (Brand H), about 94% of dealerships avoided a steep decline, which we define as losing more than a quarter of their sales. At the hardest-hit brand (Brand A), fewer than half did.
Arpeggio advertisers held up better than their peers
Because the brand played such a big role, we benchmarked Arpeggio advertisers against dealerships selling the same brand. Advertisers outperformed that benchmark at 7 of 8 brands, with Brand G the only exception. The biggest gap was at Brand A, where 58% of Arpeggio advertisers avoided a steep decline, compared with 47% of dealerships that didn't advertise with Arpeggio.
What this means for dealers
Brand drove performance so far this year, and smaller dealerships felt the most pressure. That's exactly where Arpeggio advertisers showed their clearest advantage. Overall, dealers using an Arpeggio-powered streaming media stack beat their peers by 20.8% in new vehicle registrations. That lead can keep growing month over month as a closed feedback loop helps dealers balance demand generation and demand capture more efficiently.