DRTV continues to surge forward as
the medium of choice because consumers respond to DRTV to the tune
of $2 Trillion US worldwide, outperforming the global motion picture
industry by wide margins.
Source: Center for Media Research
DRTV now accounts for 25% of all television
Out of the
total adult population of Americans, 63% watch some form of DRTV
advertising, translating to a customer base of 136.2 million viewers.
Source: Electronic Retailing Association
of DRTV lies in that it provides an extremely cost-effective and
measurable way to reach a highly targeted audience.
TV viewership, the Direct Marketing Association expects an increase
in DRTV, predicting the medium to grow at a rate of 6.4 % annually
Source: Direct Marketing Association
The Direct Marketing Association
reports that DRTV has grown every year by 11.5% from 1995 to 2000
and is projected to grow to $30.6 billion in 2004.
Two-thirds of America watches DRTV
- 136.2 million viewers
People watching DRTV are more likely to be employed and affluent
than those that don't watch
Viewers more likely to be married
Female - 53.2%, Mean HHI $56,000
Viewers are four years
younger on average than non-viewers DRTV drives retail sales, more
than a third of viewes say they have purchased at retail as a result
of DRTV spot
DRTV viewers trust these spots more than Congress, car salesmen
and corporate execs
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