£99m Wasted On Direct Response TV Campaigns

According to the latest CIA Sensor, £99 million has been wasted on inefficient direct response campaigns on television so far this year.

Results from the Telephone Response Report have shown that during 1995, on average 23% of calls generated by direct response television were either disconnected or unanswered. When taken as a percentage of overall direct TV revenue, this represents a media wastage spend of £99m.

CIA found that DRTV ads shown on a Monday are likely to attract 11% more calls than average, making this the most responsive day of the week. Coffee breaks are a also popular time to call (between 9.30am and 12.30pm)

CIA also investigated the media consumption of the top 10% of direct respondents. This group is 99% more likely than average to subscribe to cable or satellite television, 68% more likely to read quality newspapers, and 67% more likely to see advertisements on the London Underground.

Source: CIA Medianetworks / TGI

As top direct respondents are good readers of the quality press, CIA went on to find the top read; this group is 98% more likely than average to read the Independent, but this lowers to 55% for the Guardian.

Source: CIA Medianetwork / TGI

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