How is DRTV purchased?
DRTV is different than a brand buy, focusing less on GRP’s and much more about the cost per minute. This is because we are trying to get an effective ROI off the TV (low cost per call, cost per lead) versus creating an ‘impression.’ DRTV can be bought in a number of ways: • Remnant Time: most popular, which is unsold inventory and can be purchased at a lower cost. Blended Buy: a mixture of remnant time and prime time. • Per-Inquiry Basis: stations are compensated based on the number of responses (calls) driven by the DRTV spot – these are not that common. • DRTV commercials can play on almost any station, any time of day – it depends on your objectives and your budget.
