Direct-to-Customer Commerce


Strategic insights into the direct commerce industry, including ecommerce, direct marketing and related fields

Prime Time Direct Response Ads

Here’s one of the headlines in today’s Washington Post Newspaper:

New Prime-Time Ads Act Now

The article relates the plight of local TV stations where their rates for prime time advertising have dropped, in some cases as much as 75%, and there are still a lot of availability.

As the article points out, this is translating into a dramatic increase in direct response television advertising, because the spots are available and cheap.  So, DRTV merchants can afford the spots and can make money with them.

We need to watch to see if how long this trend lasts.  Certainly, it should last until the economy recovers enough for traditional advertisers to reclaim their budgets.  But it could also have the same type of impact that the internet had on print advertising.

The internet taught mainline advertisers that there was a way to measure their print advertising directly, rather than just thru “gross rating points” or “gross impressions.”  This may do the same for television  advertising — we’ll have to wait and see.

In the meantime, we may see a boom in DRTV advertising while the economy remains in the doldrums.

What fascinating times we live in!!


Filed under: Direct Commerce, News, , , ,

One Response

  1. Ted Grigg says:

    Things sure have changed since you and I started together working in the direct response field in the 70’s.

    Back then — and for about 20 years thereafter — we were second class citizens.

    I’ve never believed that the goal of advertising should be to build awareness thinking that this strategy automatically guaranteed sales or success on its own.

    Now that everybody is doing direct marketing, many amateurs have taken over without the necessary skills or mastery of the discipline.

    Thanks for your interpretation in your post for what is happening with DRTV.

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