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Direct Response Marketing

News Corner March 27, 2013

27 Mar, 2013 By: Doug McPherson

Response This Week is on hiatus next week as its staff hosts Response Expo in San Diego. We will resume our normal publishing schedule on April 10.

Media Stream Direct is now Monarch Direct Response. With headquarters in Sherman Oaks, Calif., Monarch is one of the largest full-service direct response agencies in the country. “We look at ourselves as leaders in media buying and relationships, and Monarch describes the best-in breed experience, in terms of results and service, that our customers receive,” says Eitan Cohen, president/CEO. As part of the re-branding celebration, Monarch is sponsoring the Odysea Lounge on the lobby level of the Hilton San Diego Bayfront at next week’s Response Expo, April 2-4.

Direct response television agency Script To Screen appoints infomercial industry marketing executive Jim Hall as chief marketing officer, effective immediately. Based in Script To Screen’s Santa Ana, Calif., headquarters, Hall will report directly to company principals Ken Kerry and Barbara Kerry.

People spend the most time playing mobile games and using their devices to social network during weekday TV prime time hours – 8-10 p.m. Five activities – voice calls, messaging, browsing, social networking, and gaming – dominate weekday smartphone use. Some see this analysis, by Arbitron Mobile during Q4 2012, as a wake-up call for TV. The findings match prior research showing mobile use surges in the morning as people check weather and traffic, and in the evening when they use their devices as second screens while watching TV or leisure activities like gaming.

eMarketer estimates that mothers are significantly more likely to be Internet users than the average American: 94.5 percent vs. 75.7 percent of the overall population at the end of 2012. That’s nearly 34 million moms using the Web on at least a monthly basis, a number that will inch up in coming years. More than eight in 10 of these women use social networking sites at least once per month, with three-quarters using Facebook specifically. That makes moms more avid social networkers than Gen Xers, though slightly less likely than millennials to use the services.

U.S. multichannel video subscribers eked out a small gain in 2012, mainly due to satellite and telco distributors. SNL Kagan says the three TV distribution platforms added 46,000 video customers in 2012, getting to 100.4 million consumers. Kagan says the three primary TV platforms now account for 84.7 percent of the occupied homes in the U.S., down from a high point of 87.3 percent in first quarter of 2010. Most of that gain appears to have come in the fourth quarter, where Kagan says all the multichannel service providers in the U.S. collectively added 51,000 new customers.

A survey by the Temkin Group says that, overall, the TV distributor industry had the lowest customer satisfaction scores among 19 industries it surveyed. “Bad customer experience is an ongoing epidemic in the TV services sector,” states Bruce Temkin, managing partner of Temkin Group. “Even the best firm in the industry is rated in the bottom third of all companies.”

More than one in three Americans aged 18-64 watched a digital video on some kind of device in the past week, but 95 percent watched TV, too, according to a new study from the Behavior Marketing Institutes USA TouchPoints research. In any given week 99.65 percent of Americans watch something, be it on TV, iPhone or other device. In the average day, 11 percent watch something online, compared to 7 percent a year ago.

Media buyers are split on whether the national TV market will shift its dominant currency from C3 to C7 over the next 12 to 18 months. A swap is “inevitable at some point,” but may have little impact on market economics. The 50 percent of buyers surveyed cast doubt on the switch, indicating that it would hurt advertisers with “time-sensitive” messages, while the other half who suggested it would come noted it could offer a “more accurate portrayal” of viewing with time-shifting growing, according to a Credit Suisse report.

The Deloitte Consumer Spending Index remained steady in February primarily as a decline in initial unemployment claims and a rise in real average hourly earnings offset negative forces. The Index, which comprises four components – tax burden, initial unemployment claims, real wages and real home prices – rose slightly this month to 4.0 from a reading of 3.9 the previous month. Patricia Buckley, director economic policy and analysis, Deloitte LLP, says the economic fundamentals that influence consumer spending are aligning, and that financial institutions and the markets are stronger.

Starting next month, Google will charge AdWords advertisers a fee – equal to that of a standard click – when mobile users click on phone numbers included in their text ads. “We are making this change to foster a safer, more consistent user experience across desktop, tablet, and mobile devices,” according to Google.

Ads for the 67 games of the 2013 NCAA basketball tournament “are virtually sold out across CBS, TNT, TBS and truTV,” with “more than 95 percent of the available in-game inventory ... claimed by marketers,” according to “insiders” cited by Anthony Crupi. Rates are up by as much as 10 percent, with a 30-second spot in the Final Four games going for as much as $1.6 million, compared to last year’s $1.45 million.

A new study says about a third (36 percent) of all worldwide recorded TV content is never watched. In the U.S., that number is higher – 41 percent – per Motorola Mobility’s annual media survey. Consumers’ behavior with recorded content comes in different variations. For example, 72 percent are “hoarders” – recording to collect the “box-set” of a specific TV program. The reasons for recording: 77 percent record because there is other content airing at the same time, which the viewer would prefer to watch live, while 68 percent globally record to skip ads on commercial chann

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