Koeppel Direct

More Bang for Your TV Buck
December 1, 2005

Trends that will define DRTV media buying in 2006 Direct response television (DRTV) advertising is anticipated to pull down about $150.1 billion in sales in 2005, according to “U.S. Direct Marketing Today: Economic Impact,” the Direct Marketing Association’s recently released study of the nation’s direct marketing landscape. Conducted with support from forecasting firm Global Insight, the study also predicts a compounded annual growth rate of 6.4 percent for DRTV ad expenditures between 2005 and 2009; in this same time period, compounded annual sales growth is projected at the same 6.4 percent rate. Compared to direct mail’s expected ad expenditure growth rate (5.3 percent), DRTV