Smart DRTV advertisers plan ahead
I know I am not alone in my Olympic fever. With less than a month to go before the London 2012 Summer Olympic Games open, and the drama of the trials now behind us, I’m geared up to be glued to the television for 17 days. With high out-of-pocket costs, I don’t expect to see many direct response television ads during primetime Olympic broadcasts. So what’s a DRTV advertiser to do?
Here are a few suggestions of ways you can still enjoy your own Olympic fever while running an efficient DRTV campaign:
Pick your moment. Smart DRTV advertisers will avoid the opening and closing ceremonies, which could be some of the highest rated programming on television this year.
Go up the dial. NBC is way more than just one network. MSNBC, CNBC, NBC Sports Network and Bravo will also be carrying the games – plan your DRTV campaign accordingly.
Get it on record. London is five hours ahead of Eastern Standard Time. That means, on this side of the pond, many events will be airing while people are asleep. Consider advertising on On-Demand channels or TiVO and other DVR menus. Your ad might not be in the actual broadcast, but it can be on the screen that records it without the high price tag.
Monitor closely. In years past, general TV advertisers have heavied up immediately before or after the Olympics, so make sure to watch for preemptions and adjust your DRTV campaign as needed.
If you haven’t planned your media strategy around the Olympics yet, don’t worry, you can still go for DRTV gold. Just adjust your routine.
Tara Anbudaiyan is a Account Supervisor at A. Eicoff & Co., one of North America's largest DRTV agencies.