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.