01 May 1997

Research carried out by TV sales house Laser indicates that DRTV spend soared to £380m in the period December 1995 - November 1996. The study examined all satellite and terrestrial commercial channels, defining DRTV [somewhat sweepingly] as any commercial featuring a phone number. The research also measured the number of DRTV spots and audience levels or commercial impacts: these represented some 12% of the total commercial TV audience. The greatest number of DRTV ads, 35%, were transmitted at peak periods, 8pm to 11pm, whilst 25% went out in the early evenings (5.14pm-8pm) and 21% during the afternoons (1pm-5.15pm). The most common time-slot was 30-seconds, accounting for 43.2% of ads. The study is ongoing.