A new study from DRMetrix examined the size of the direct response television industry and revealed it to be much larger than previously thought. After monitoring over 100 national cable networks, researchers found an average of 6.49 minutes of DR spots air every hour. “Joseph Gray, DRMetrix’s founder projects estimates for network cable direct response valuation are three to four times greater than what leading television research companies have reported based on differing philosophies of what constitutes “direct response” versus “brand”- the lines of which have been blurred over the years.”
DRMetrix research shows, among other findings:
Short-form product (call to order) = $315,559,760
Lead generation (unique 800 or web/promo code tracking) = $1,214,017,067
Brand/DR (Using vanity 800#’s) = 2,093,214,169
Brand/DR (straight web, SMS, and/or mobile app response) = $2,813,172,646
TOTAL = $6,435,963,642
To learn more, read the Response Magazine article here.