There is more. More direct response TV time being sold than prior years. In fact, it's one of the hottest growing segments of TV buying, according an article in AdAge. It's hotter than the Flowbee with free shipping and three easy payments.
Why, partly because big money folks like P&G are turning their vast dollars to it, thereby driving up the cost. And partly because, strange as it seems, this stuff works. You can sell a ton of Ronco products, or ear lifts, or digi-draws if you do it right.
The question becomes, with DRTV costs rising 7% in an otherwise flat market, when does the market tip out of balance, and when does it stop working. The contour pillow is already pulling out of the game. Let's hope we never lose the Flowbee. For goodness sake, not the Flowbee...
Even with DRTV spending rising 7%, isn't that growth dwarfed by internet ad spending growth, and isn't overall TV ad rev down?
ReplyDeleteIs there any chance you are watching too many DRTV ads? I don't know what any of that crap is, so maybe I'm watching too few?
I hear your oldest brother is a real lady killer.
DRTV will continue to satisfy the portion of the market that is not online... but I think Home Shopping Network, QVC and Value Vision provide a much stronger branding and regular viewer ship.
ReplyDeleteThe portion of the market that is less likely to order online (see the Pew Internet reports) will be older. The products that appeal to this demographic will do better to promote under the umbrella of one of the known channels where there is less risk for the buyer.
But wait... there's more!!
Chris Brown
Branding & Marketing blog
brandandmarket.blogspot.com