DRTV: Orchestrating a Deal
Go Direct With Local Stations
The local affiliates remain a strong force for advertisers looking to reach customers in a specific city. Once dominating the industry, the local stations currently make up approximately 50 percent of the total viewing audience in each market. Advertisers can book up to a two-minute spot within programming of the local CBS, ABC, NBC, FOX, PAX, CW and My TV networks.
One big caveat: Because DRTV advertising can be preempted, many advertisers feel the loss of spots due to political advertising. Station management must give priority to political ads over direct response ads. This practice mainly affects local advertisers running on network affiliates. Flexibility is necessary, as the advertiser must look at other opportunities to bring in leads or sales. It’s not advisable to depend on only one station for a direct response campaign because your ad may be preempted for a political ad.
Media Placement Considerations
Keep these 10 characteristics of the broadcast TV environment in mind when planning your media schedule:
1. Inventory of short-form spots, the 30s and 60s, normally is sold on a rotating basis, which means the spot can air during a time period like 10 a.m. to 3 p.m. Stations also will accept two-minute spots, but they remain highly likely to be preempted, as two minutes can eat up the entire program break.
2. Daytime advertising remains popular for lead generation for medical practices, mortgage companies and other businesses with a 9 a.m. to 5 p.m. sales staff. Many DRTV advertisers recognize shift workers and take advantage of the extremely low rates for overnight spots. The mainstream large advertisers look for shows with large ratings and will overlook the overnight time period, thus creating more inventory for the station.
3. Most stations will supply prelog times to the advertiser several days in advance of the spot airing. The specific time allows the telemarketing staff to be prepared for the influx of calls. Depending on the offer on the commercial and the size of the audience of the station, an advertiser can generate 100 calls each time the commercial airs. However, without the proper staff, the calls can go unanswered, and the client will not benefit from the increased exposure. Experienced marketers realize this and will use a telemarketing company that can handle a large surge of calls. For smaller advertisers, it’s necessary to space the spots out and use several smaller stations to supply a steady stream of calls throughout the day.