Spots that work harder.

Don’t accept the limitations of traditional media. Longer-length commercials are designed to tell – and sell – more of your brand’s story. They compel viewers to take action by phone, text, web and more. They move products, generate leads, drive traffic to retail locations and e-commerce sites. And build your brand at the same time.

A solid DRTV media strategy is driven by response, not just ratings. Many buys are optimized on a weekly, if not daily, basis. Measured response reveals who, when, where, how. Precise analytics make every media dollar you spend work harder. And these principles, applied to more traditional media buys, will drive sales and generate retail traffic to new levels. Maximizing ROI, ASAP.

DRTV Quiz

DRTV Glossary

CPL (Cost Per Lead)
The sum of creative, media and backend investment divided by the number of leads acquired over a given period.
CPS (Cost Per Sale)
The Holy Grail. The sum of DRTV advertising investment divided by the number of legitimate sales over a given period.
Nontent (vs. Content)
An ideal show for DRTV. The subject of the show is not highly engaging, thereby increasing the potential for a viewer to break away from watching to respond to an ad.
CPR (Cost Per Response)
The most basic analytic factor. The total of DRTV advertising investment divided by the number of responses, regardless of conversion, over a given period.
Tip
The audience gathered by a pitchman
Optimization
The process of maximizing response by reallocating media spending among stations / networks that are delivering strong CPL/CPS/CPR
Clearance
Aired commercials. Will be less than the going-in buy due to pre-emption.
Pre-emption
When an ad is removed from a schedule due to a higher price offer. Pre-emption determines clearance.
Deuce
A two-minute commercial
Drop-off
When the performance of a commercial begins to decline. Often signals wear-out.
Wear-out
When a commercial’s performance begins to decline (drop-off) due to saturation of the target audience.