Is DRTV Fading Away?
Ideas that are ahead of their time and never really take off may have a lot to do with why direct response television appears to be languishing. Despite years of talk about targeted TV, which could make DRTV measurable down to the household level, eight in 10 marketers don’t use it, according to Target Marketing’s newly released study, “Marketing Mix Trends 2010-2016.”
Most consumers can name products they’ve seen in infomercials — baseboard cleaners, beauty products — but stories about products and services that they find relevant to them aren’t as common. Perhaps this is why DRTV doesn’t seem to have widespread acceptance among marketers canvassed in the report in which Target Marketing analyzed years of “Media Usage Survey” data. This “DRTV” section is part of a benchmarking of marketing media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands.
Direct Response Television (DRTV)
Below is an excerpt from the research, “Marketing Mix Trends 2010-2016.”
The good news about DRTV is that targeting has become increasingly granular with the proliferation of channels and content. But it still is expensive — at least, compared with the costs per thousand for online advertising or email — which may account for why, consistently, eight in 10 respondents have not used this medium, a figure that held in 2016. Only 4 percent increased their spending on it — a figure in-line, if on the low end, of those from years past — while 3 percent decreased their spending.
A full 15 percent kept their DRTV expenditures steady, a level on the higher end of the spectrum from the last five years. Something to consider: Up-and-coming brand marketing executives have always worked in an environment where measurability has been a fact of life. At what point will the demand for quantifiable result generation gain widespread acceptance within television advertising?
Related story: Retailers, Which DRTV Spot Is Right for You?