What is the difference between Direct Response TV (DRTV) advertising and other types of television commercials?
Traditional television ‘brand’ advertising is designed to create awareness of a product or service with the expectation that the viewer will respond at a later time (e.g. on their next visit to the supermarket). Most brand commercials are 30″ long and the advertiser will often want to reach as many viewers as possible; that’s why these commercials dominate the schedules on mainstream channels in the evening, when viewing figures are their highest. The Direct Response advertiser is seeking to get an immediate reaction from the viewer, usually by inviting him or her picking up the phone. DRTV commercials tend to be longer, typically 40″ or 60″, as they have to give the viewer enough product benefits to elicit a response, as well as containing a clear “call to action” and response information.
