The name truly says it all, direct response television. The mixture of advertising on television and direct marketing makes the perfect method of reaching thousands of potential customers at the time when they would most likely be watching. The benefit of DRTV is that while you are able to reach many people at one time, the price is considerably lower than traditional advertising. Of the population in the United States, approximately a third of them watch DRTV. This results in a very low cost method of advertising and an extremely far reach. DRTV Facts
Pretty much everyone knows what DRTV is, even if they don't know what it is called. An interesting fact that many people may not know is that the vast majority of people watching a particular infomercial are able to comfortably afford that particular product. The reason why is there is research conducted to determine when different people are watching television so it is obvious when a particular infomercial should air.
The average age of DRTV buyer is in their 40s and this is the age when individuals have the most buying power. As a result, buyers of this age are more readily targeted through DRTV than other age groups.
Previously, most of the DRTV buyers were women. However, over the years that has gradually changed and there are now many men buyers, too. It is expected that this will level off even more in the future.
There are studies, specifically by the Electronic Retailing Association (ERA) , that suggest viewers of DRTV programming are more likely to trust the information provided than to even trust Congress. That's amazing, but goes to show how strong DRTV programming can be and how it is an excellent medium for bringing in consumers.
DRTV is a popular way for people to make purchases simply because they are able to make the purchase on their own free will. They don't have a salesperson shoving a particular product down their throat and they don't have to go to a store. This is excellent and it allows people to make purchases right from their own home. Not to mention, when an item is purchased through DRTV there is no question about the product. The consumer knows up front what the product is, what it is capable of doing, and what they will be getting. This inspires much more confidence and desire for a product than does shopping in a store. That's why DRTV is so popular!
For more information on DRTV, be sure to visit A. Eicoff & Company, the ad agency that started it all.
