Scatter Market Tough on DRTV Spots28 Oct, 2009 Response This Week
BATAVIA, Ohio – The tightening of the television scatter market is making it difficult for DRTV marketers to get any time slots because traditional advertisers are scooping up what’s left, reports AdAge.com. The shift, which started in July and has carried over to the fourth quarter, is a result of the lack of deals made in the upfront and the amount of marketing dollars held back for scatter inventory.
The state of television advertising, along with the need for networks to make good on inventory rating drops in the past few years, also contributes to the tight spot that DRTV is in.
This position for DRTV marketers is a change from the first two quarters of 2009, when, because of the economic downturn, they paid lower prices than normal and had a chance to pop-up in network primetime slots.
“This is probably the tightest time I can remember in my history with direct response,” Scott Boilen, president of Allstar Marketing Group and winner of Response’s first annual Marketer of the Year Award, tells AdAge.com. “We were the industry that took what’s left and there’s not a lot left right now.”
Last year Allstar launched the Snuggie, primarily using 60- and 120-second spots, but is now cutting commercials into 10-, 15- and 30-second spots to accommodate the time-slot crunch.
However, products sold through DRTV are still surpassing some products sold exclusively in retail. For example, the “As Seen on TV” category surpassed cold and flu as the second-largest category, behind prescription drugs for major drug retailers and DRTV helped make TELEBrands a vendor of the year for Walgreens and Target.