DRTV Media Rates – Remnant Media Buying

DRTV Media Rates, DRTV Response Rates, Pay Per Call Advertising and powerful media buys for tiny little costs. DRTV Media Rates in the post-election aftermath are stable. In fact, during this never ending election cycle, our media buyers have found numerous opportunities to buy remnant TV and remnant radio all over the country. We’ve said it before, and I will say it again – your media buyer must be a bulldog with a robust rolodex and many deep, long standing relationships in the direct response media world. But make no mistake, DRTV media is unsold media that goes to the highest bidder. The skill set necessary relates to the buyer’s sense of value and the unending quest to make money for our clients.

Last week, a lot of publicity came out regarding the cost of a :30 second ad on Sunday Night Football ($545,000.00). It’s actually a good value with a CPM around $25 compared to other top rated shows like The Voice or The Academy Awards at CPM’s hovering around $35 – $37. But DRTV media rates require single digit CPM’s and lower. Where do you find remnant media at $5 CPM and lower? We have several clients buying national airings in 26 million homes at CPM’s under $1! And these are top tiered networks like ESPN, Lifetime, and Fox News.

Remnant media buys require a specialist. And if your offer is a lead generating offer or if you simply crunch your customer acquisition numbers – pay per call TV advertising, per inquiry TV, pay for performance – whatever you want to call it is viable. We are expanding our DR digital reach into Mobile with click to call campaigns, too.

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DRTV Media Rates and Rollout Strategies

Direct Response TV Rates are based on supply and demand.  After the upfront quarterly media buys are made by the largest corporate advertisers, media companies have inventory that may be used for spot branding buys (scatter media buys) and DRTV or Direct Response Television.  Check back here often because we also cover radio which works a little differently.

 

Media rates flatten in the early part of the first quarter and slowly rise as we move closer to the important second quarter with many Spring and outdoor activities starting up again such as lawn maintenance, outdoor recreation, and Easter.

 

HOW TO ROLLOUT YOUR PRODUCT

 

Many of our clients understand the concept of a media test or tests to determine the best price points, offers and media strategy.  But often we are questioned about the cost and execution of a rollout strategy.

 

Direct to Consumer:  If your product is a Direct to Consumer product such as a supplement or skin care product that will rely on DRTV or DR Radio sales, a rollout can start slow and simply build and ramp up slowly based on sales and budget capability.

Lead Generation: Lead generation rollouts may be impacted by your call center or inbound telemarketing capacity issues.  Once your lead generating DRTV commercial or short form infomercial is tested and you are within your allowable, a slow but steady ramp up can take place like Direct to Consumer.  But if your phone room is small, steps must be taken to make sure all calls are answered and all leads responded to in a timely fashion. Also lead generating spots are well suited for Per Inquiry or PI distribution once the creative has been tested.

 

Direct to Retail: Many of the best known direct response products are consumer products that solve a problem and cost $19.95 or less. In the Direct to Consumer model often continuity sales or auto ships or reorders keep the backend very profitable so the marketer can afford a decent allowable cost per order. Check here for more on the allowable concept. The Direct to Retail model uses retail sales to complete the “backend” sales which are crucial to success.  DRTV commercials drive retail sales.  The retailers are looking for robust media plans in order to give you their precious shelf space.  Direct to Retail rollouts should start with budgets of $25,000 per week and a strategy to be rated as an up and coming product. Often media funding companies are brought in to help with this type of rollout.

 

DRTV Media Buying Made Easy

Broadcast spending is down despite the election and the Olympics. Recessions, slow downs and fewer advertisers is often a good omen for DRTV marketers and their Direct Response Agencies. Why? Direct response television media buying rates are usually the lowest in the market. After all, you must make your irresistible offer or lead generating short form infomercials pay out according to your allowable cost per order. Check through this blog for more information on these important metrics and concepts for As Seen On TV Success.

Between January and August of this year television media buys fell 1.3% and removing political spends — the decline is 1.6%. If you back out the television media costs surrounding the Olympic games….there is a year to year loss of $89.4 billion, according to TNS Media Intelligence.