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Article: Short-form DRTV media index resuscitated: new format, measured by TNS Media Intelligence/CMR, track dollars spent down to the last penny.(2nd Quarter Short-Form Media Billings)(direct response television marketing services)
- Article from:
- Response
- Article date:
- November 1, 2004
- Author:
CopyrightCOPYRIGHT 2004 Questex Media Group, Inc. 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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During the past few months the staff at Response has worked diligently to improve its research projects, concentrating on how to fine-tune the product and offer a more comprehensive format to its subscribers. Regarding short-form DRTV research, we realized that the confined pool of participants was limiting our methodology.
These respondents were mainly long-form media buyers that did some short-form DRTV. This method was appropriate to monitor this select group, but it did not reflect the entirety of the short-form DRTV industry. Our numbers averaged around $100 million a quarter, but we knew the real figures were higher--much higher.
So we are proud to ...