Saturday, November 9, 2013

Pay Per Call TV and Radio – TV Lead Cost 2013

Pay Per Call TV and Radio offers the best value in pay for performance advertising. Why you ask! There is nothing better than a TV lead, and a Radio lead is almost as good. Forget pay per click, which worked tremendously 10 years ago. Now the consumer is overwhelmed by choice when searching your key word. Traditional TV and terrestrial Radio generate an exclusive lead. Telephone calls allow for instant person to person interaction when the consumer is ready and almost convinced. Have you ever tried calling back web surfers who fill in a lead form? Pay Per Call Mobile also offers great opportunities depending on the publisher and the filters we use.

Remember, the viewer/listener is flooded with offers, ads, coupons, discounts, promises, etc., etc. So here are three tips to success using the power of short form TV and Radio.

-          Your offer must have mass appeal

o   That means there are millions and millions who need your services

-          Your creative should be great

-          Your payout and definition need to work for the stations

o   TV and Radio stations are looking for connected calls with the shortest duration and the highest payouts. The days of $15 and under leads are gone, unless you are tracking a connected call only, which is the pure definition of “per inquiry.”

o   With a healthy, robust payout a great media buyer can find remnant media and deliver all of the scale you want.
Nowadays, it’s all about scale. For your offer to scale, work with experts, invest in testing various creative to find the “secret sauce,” and stay tuned to the DRTV Media Blog. Thanks.

Saturday, August 24, 2013


Pay Per Call TV, Radio and Mobile is the new Pay Per Click. The highest quality lead is a live call from a TV commercial. The second highest quality call is a live call from a Radio commercial. Mobile click to call must be managed carefully so you filter out the spam . So here we go – 7 tips for success with Pay Per Call TV, Radio & Mobile.

1.     Your offer should be Pay Per Call, not per order. Many stations have unsold airtime, but few want to partner with your conversion percentage and call center. If you pay by the call, the stations have a reasonable expectation of generating revenue when they air your ads.

2.      Your Pay Per Call offer should have few, if any, restrictions. State and business hour restrictions dampen response and make stations and networks hesitant to accept your offer.

3.       Shorter call duration = more conversions = more free airtime.

4.      Mobile click to call should have a simple IVR that reduces “butt dialing” and requires longer call durations than classic TV and Radio.

5.     Don’t worry about junk calls. No matter how you buy the media, you will receive wrong numbers, crank calls and some crazy callers. TV and Radio reach all kinds of people including the weirdo’s.

6.     Don’t be cheap with your duplication budget.  Pay Per Call TV and Radio gets your offer on the air almost for free.  All you have to pay for is the duplication and customization of the creative.  Give your agency the freedom to make thetelephone ring for you.

7.     Be honest about your capacity. Every marketer tells us they have unlimited capacity, which we have learned is never true. Once you build an offer and tear it down, it is very difficult to build it back up.

Pay Per Call is known as Per Inquiry throughout the TV and Radio industry. Per Inquiry suggests that a telephone call equals a response and that is what you want. Then, it is your job as a marketer to convert the call into revenue and close the deal. Thanks for visiting this blog and please subscribe to stay in touch with the latest news in Pay Per Call and Remnant TV media buying.

Saturday, June 15, 2013

DRTV Media Buyer – Remnant TV Media

Direct Response Television, Direct Response Media, Direct Response Radio – these are all forms of DR Media and they represent a remnant media buy.  In the vast world of TV Media Buying, most national TV media is sold quarter by quarter to large branded advertisers in what is called the upfront buy. Negotiations for 4th quarter 2013 are underway as we publish this post. After the upfront, advertisers make what is called “scatter buys.” TV networks save some air time for advertisers to jump in and pay even higher rates than the upfront buys, which guarantee a CPM and CPP. What is left is then sent to the network DRTV departments to sell on a week to week basis based on supply and demand. So you see – all DRTV is remnant – but at what cost?

A smart media buyer knows value and seeks soft spots in the TV media markets in order to find –pardon the expression – cheap TV Media. Whether you track cost per call (CPC), cost per lead (CPL) or cost per order (CPO) – I can tell you from experience DRTV works with undervalued and unrated media for the most part. A savvy media buyer knows where to find national high profile cable media at low, low prices. For example, we are currently buying top tier cable networks for as low as $5 per spot in as many as 30 million households.

How do we do it? Well, after 38 years in the media business and 21 years in the DRTV media business – we’ve got a “secret sauce” and a vast network of relationships and insider info.

Thanks for following Ron Perlstein’s DRTV Media Blog.

Saturday, June 8, 2013


For all of you that follow Ron Perlstein’s DRTV Media blog regularly, than you know that PAY PER CALL TV AND RADIO is the new, more effective replacement for outdated pay per click strategies. The level of customer engagement is very important and many marketers have learned that a telephone call with a live agent leads to more conversions than a lead form that generates newsletter subscriptions.
At our agency, we are delivery more leads, more efficiently than ever. We are specialists in remnant media buying for our clients and we have developed roll out models to minimize risk for the client and maintain their predetermined cost per lead and conversion.

As more marketers turn to pay per call strategies, more categories are working. Here are 7 top categories that all work with Pay Per Call TV and Radio.

- Legal
- Health Care
- Home Remodeling
- Senior Care
- Dietary Supplements
- Tax Relief
- Business Opportunities

Back in the 20th century marketers were always looking for a sale. But now we all know that customer engagement at the broadcast level is the genesis of an integrated strategy that must include digital including social, retail (for hard goods) and print (whether conventional or digital)

Saturday, April 6, 2013


DRTV Response Rates, Cable TV Media Rates and Mobile TV Platforms – this your blog of choice.  I want to thank all of you who attended Response Expo 2013. It was huge success, and InfoWorx Direct was very proud to sponsor the Response Expo 2013 Education Sessions. If you did not attend, you missed a panel of Cable TV giants from A&E Networks, Viacom Networks, Turner Networks, and Discovery Networks. That’s 64 cable networks – all explaining the rise of TV viewing, including traditional TV viewing. All of these properties are not standing still, however, and offer various platforms via VOD and Mobile to view their shows. The overall message – Content is King – and a hit show will earn impressions across all platforms. There are many new opportunities available now and coming in the near future for direct response advertisers and marketers.

To those of you feeling that TV is on the decline – not true! Viewership is up but fragmented. While fragmentation may be difficult for corporate brand giants, it may be a blessing for entrepreneurial marketers. You see there are lots of cost effective TV media avails on dozens of smaller cable networks, unrated networks, and multi market cable – at the local level. We have developed a media buying strategy that pays off and generates phone calls, orders and CPM’s under $2.

Response Expo also featured DRTV legend and Telebrands CEO, A.J. Khubani sharing the secrets of his phenomenal success with pitchman extraordinaire, Anthony Sullivan. In other sessions, social media, FTC legal compliance and the new DRMA Hall of Fame members were inducted. Many thanks to Tom Haire and John Yarrington for bringing together the best DR trade show in the biz.  I go to them all, and Response Expo has a certain…hmmm – je ne sais quoi – like no other show!

Thanks to all of you who follow my blogs. Please subscribe. See you here again soon!

Saturday, March 23, 2013

DRTV Response Rate-How to Buy DRTV

Average response rate for DRTV and DRTV Response rate are two of the most searched terms – so let’s talk about it!  And thanks to all of you who read and follow my blogs!  

Direct Mail, the grandfather of all direct marketing, primarily uses a metric called “response rate.” This defines the number of responses to a given mailing in a percentage format. It’s easy to measure. If you send 100,000 pieces and receive 1000 responses you have a 1% response rate. TV is not that easy, however. First of all, the remnant media buys are often on un-rated networks or local cable carriers, and there may not be any ratings info available. Secondly, the distribution varies widely DRTV media buy to DRTV media buy.

How to Buy DRTV? The first metric we look at is the distribution. How many households are in the universe? This will vary station to station, network to network. So there are not a finite number of impressions that we can calculate in many remnant DRTV situations. And make no mistake you want remnant media – not high priced media! For more on remnant media buying techniques go here and here.

Cost per call, cost per lead, cost per order – these are the metrics which are compared to your allowable. Click here for more info on allowable.

DRTV Media Buying tactics change with the times, change with the economy, and change by client profiles and goals. Your DRTV Media Buyer better be a bulldog, have a robust contact list, and have your allowable in mind with each media buy.

Saturday, March 16, 2013

Remnant TV Media Buying

DRTV Media buying is Remnant TV Media buying. All of the cable networks allocate the “left overs” – which is the media not sold in quarterly upfront buys – to DRTV. The direct response TV departments at each cable network in turn sell that media to the highest bidders week to week. It is a complete fallacy to think that a large DRTV agency has more sway over the “left over” rates than a smaller agency. The networks do not care – they simply want to move their left over inventory at the highest prices. “Clearing rates” are the rates that will run in any given week based on inventory. But, again, remember these rates are pre-emptible and the spots go to the highest bidder.

A great DRTV Media Buyer has an innate sense of value and has zero allegiance to their friends at the networks and cable systems. A great DRTV Media Buyer has allegiance only to the client and the client’s allowable cost per lead or order. For example, we run overnight spots on a cable network reaching 57 million homes. We book a $15 rate, and we clear at about 50%. Our client wanted more clearance and the network asked for $25 as a reasonable clearing rate. We booked at $18, expecting 80% clearance – so you see there is a great deal of skill and knowledge involved to execute these buys correctly.

Remnant TV media drives sales and leads and can be targeted to all demographics. That’s the beauty of direct response television. And in today’s fragmented media landscape there are more opportunities than ever for a marketer to expand their TV presence via DRTV Remnant buys. Please check back here often for more updates and straight talk about the DRTV media industry. Or visit us at