Direct Response media buying

DRTV is based on using TV infomercials or spots to permit or encourage consumers to directly respond to the advertiser.

There are several steps to a successful DRTV campaign. One of the most important steps is media buying. DRTV media buying refers to the strategic planning, negotiation and buying of television time. A good media buying agency helps determine the advantages and disadvantages of various television channels for your products or services.

The cost of media buying depends on factors like whether it is cable or local broadcast stations, time slot for the target audience, frequency of broadcast, whether it is long form or short, etc. Most good media buyers can strike a very good deal with channels for advantageous time slots.

Buying media is usually the biggest expense in a Direct Response campaign, so it is very important to have an expert media buyer. With reasonable terms and fees, a media buyer can make life a lot easier and less complicated by taking the nitty-gritty of number crunching off your back. The right buyer will aim for your infomercial to be viewed by the highest number of target audience at the lowest possible cost.


Find out more about media buying for DRTV.

How DRTV responses are calculated

One benefit to using DRTV in your marketing campaign is being able to trace responses. Aside from sales results, you can make estimates on how many viewers were exposed to the product and learned about the brand. This process can be done through a people meter. The people meter is an instrument that measures the TV viewing habits through a device placed in homes.

Direct response television

Direct response television (DRTV) is an excellent vehicle for marketers to utilize for selling product and services directly to consumers. Both companies from Fortune 1000 as well as entrepreneurs have found DRTV to be very effective. Direct TV is made up of short ads, which generally last 60 to 120 seconds, and long form DRTV, often called infomercials. DRTV works best for products that appeal to a broad audience and are highly demonstrable.

One of the keys to a successful DRTV campaign is a media buyer. This media buyer will have the knowledge and ability to buy the best stations and time periods, at the right price to make your DRTV campaign as successful as possible. The U.S. has approximately 2,000 TV stations and hundreds of cable and satellite networks. A knowledgeable infomercial media buyer will guide you in choosing the best station that will attract the target audience, for your product or service. These media buyers will help you maximize your profits with your DRTV campaign.