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Direct Response Marketing

The Nation's Leading Ad Category Comes Together in San Diego

1 May, 2008 By: Thomas Haire Response

To hear the numbers tell it, there's never been a better time to be in the direct response marketing business. Recent results reported by TNS Media Intelligence's Broadcast Verification Services (BVS), a research partner of Response, show that while the overall advertising market was stagnant in 2007 — notching just a 0.2-percent rise from 2006 results — direct response could not be doing much better.

The overall direct response market — including DRTV, print DR, DR radio and Internet DR — grew 17 percent in 2007. And when you take a look merely at short-form direct response TV, the results are even more stunning: a 37-percent leap in 2007 and a total rise during the past two years of nearly 50 percent over 2005's results!

While this news is great for the overall business, it's also perfectly timed for me to be able to welcome you back to Response Expo, presented by Response and the Direct Response Marketing Alliance (DRMA). Following on the heels of its strong success in 2007, this year's event — set for May 6-8 at the Manchester Grand Hyatt in San Diego — promises to not only ride on the momentum of our growing market, but help you, our readers and attendees, maximize your share of the pie.

Interestingly, in reviewing a pre-registered attendee list for the event earlier this week, I noted — among the hundreds of marketers, decision-makers, agency leaders and more — the growing presence of DR media buyers and cable network representatives. This piqued my interest because when looking at the 17-percent bump for the overall DR market measured by TNS, I noticed that result eclipsed such major advertising areas as Internet display advertising, print magazines and — wouldn't you know it — general cable TV.

While general cable TV's slower growth is indicative of the sluggish overall advertising market, what area do you think is picking up the slack? That's right — direct response cable TV. According to fourth-quarter 2007 short-form DRTV results provided by TNS and analyzed by Response , DRTV on cable networks is, quite simply, blowing up.

TNS and Response's short-form figures show that DRTV results on cable for 2007 equaled the entire 2006 short-form DRTV market as measured by TNS — $3.27 billion — more than 50-percent growth for the cable DR market in 2007. At the same time, cable now accounts for nearly three out of every four short-form DRTV spots to appear on television — a 12-percentage point bump from a year ago.

Yes, it's a great time to be in direct response — especially DRTV and, even more especially, part of the DRTV cable market. And it's also a great time to get together and keep that market growing.

So, welcome media buyers and sellers ... marketers and agencies ... and everyone else ... to Response Expo 2008!

Thomas Haire, Editor-in-Chief

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