BT and Channel 4 have announced the results of research carried out into Direct Response Television (DRTV). The research has shown that one in five British TV commercials carry a telephone number. This represents growth of 46% on 1993. The research which was launched last Friday builds on the first study which was carried out by BT and Channel 4 in the Autumn of 1993.
The study which was carried out over the first three months of 1995 confirms the trend that was revealed last year. The research shows that the heaviest users of DRTV are the finance sector with 31 per cent, the motor industry with 11% and the travel sector with 12% of the DRTV market. The research shows that the majority of market sectors have used direct response to their benefit; in the past three months three new markets in particular have emerged; leisure, catalogues and telecoms.
The research also shows which campaigns were most successful; they were those which had used media most creatively; setting up an efficient call handling facility was also crucial.
The key characteristics of a successful DRTV commercial were:
* Tel no. displayed for a minimum of 10 seconds
* Using a freefone 0800 number
* 60 seconds duration
* Broadcast during the day-time
* Placed in an end-break
* Monday-Friday
* Broadcast on C4 and specific satellite channels
Channel 4 was shown to have 43% of the DRTV market and was twice as efficient as ITV in delivering an effective cost per response. Channel 4 was shown to have 43% of the DRTV market and was twice as efficient as ITV in delivering an effective cost per response.
Channel 4 has also undertaken some research together with CIA Medianetwork; this involved focus groups which explored consumers’ attitudes to DRTV. The key finding was that placing a response mechanism on a TV commercial, as well as increasing sales, can also contribute to corporate image. Mike Gibson-Sharpe, Market Development Manager for BT said, “DRTV is really hitting the mainstream. Its an extremely powerful marketing tool that is delivering results for businesses of most market sectors. However, there is still a general lack of knowledge from some advertisers over how best to plan an effective DRTV campaign.”
David Stubley, Channel 4: 0171 306 8202
