On Tuesday I was invited, along with some of my colleagues, to Response TV – an event organised by ITV to present some research they had conducted with the DMA to prove that TV advertising makes other media work harder.
Well, I can tell you I went with high hopes that ITV were finally going to acknowledge that DRTV exists. And that it is a good thing.
We arrived at Television Centre and were invited to watch a film. The voice-over stated: “It is widely accepted that TV advertising works by building brand associations over the long term. ... However, the responsiveness of TV campaigns could historically only be estimated by long-term sales figures or post-campaign research. Response was almost impossible to calculate accurately and brand owners would shy away from television”
Right – so I’ll just get my coat then as clearly I have been making up all of those phone calls generated in direct response to a TV ad.
No wait – once again it's simply a case that DRTV doesn't actually seem to exist. The only thing worth talking about seems to be 'Brand' television advertising.
I do get a bit cross at times – DRTV is estimated to account for 35-40% of all TV advertising. Based on 2009 Neilson figures that would put the value at between £1.2 and £1.35 billion!
But let me forget my grumpiness for a minute. A study being done by a reputable trade body such as the DMA backing up what we have been saying for quite a while now is fantastic.
At MC&C, we have numerous case studies showing that TV uplifts other activity – DRTV, inserts, doordrops, search etc. And it's nice to have someone back it up.
Anything that gets brands back to spending on TV has to be good for everyone in the media and advertising industry. This might help the TV stations get back the nearly £1/2 billion revenue lost from 2008!
Nicky Legg, Broadcast Director
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