Viamedia Geo-Graph · Prepared for CarMax · Q1 2027

Refund Season

Budget

of audience cells live nationwide

A Q1 test for CarMax, measured in store visits and appraisals

Audience

In-market used-car shoppers, households with cars to sell and refund-season buyers, reached inside CarMax store trade areas nationwide.

Window

January 4 through March 31, from the close of CarMax's fiscal 2027 through the peak of tax-refund season.

Measure

Incremental store visits and appraisals from Placer, read against matched trade areas that don't run, with cost per incremental visit by layer.

Budget

$250K to read the three layers in Q1, or $500K to $1M to scale the strongest. Bought as PMP and PG deals in the DSPs CarMax already uses.

Viamedia Geo-Graph · Daniel, Viamedia