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Article: Will soaring fees push DRTV off the agenda? As TV stations continue to raise prices of DRTV slots at an alarming rate, agencies are questioning whether the medium is financially feasible for the future. Sarah Balmond asks how the industry is planning to respond to the constraints.(news analysis)(Direct Response Television)
- Article from:
- Precision Marketing
- Article date:
- February 27, 2004
- Author:
CopyrightCOPYRIGHT 2004 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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DRTV has come a long way since the advent of crude-looking ads flogging kitchen gadgets.
These days, many commercials use sophisticated creative work that goes beyond simply pushing product purchase. Ads are made with bigger budgets, feature responsive add-ons such as interactive red-button technology, and are supported by complex airtime assessment systems.
But just as DRTV seemed to be becoming one of the most sought-after marketing techniques, media agencies now fear the plug could be pulled on the whole sector--by TV stations hiking up airtime prices in an attempt to lure more glamorous brands to traditionally low-cost slots (PM last week).
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