A NEW SURVEY from Channel 4, Direct 99 - DRTV to Interactivity, shows that the use of web addresses on DRTV ads has grown exponentially from a mere 1% last year to the current level of 15%. Conversely, the inclusion of telephone numbers has declined from 25% of all ads two years ago to just 18% this year. However, the report observes that advertisers use web addresses less as a direct sales tool than a means of communicating further with customers. Ads carrying both website addresses and phone numbers rose from 4% to 7%. The study, by the Broadcast Monitoring Company, surveyed ads on ITV, Channel 4, Channel 5, Sky One and UK Gold over the four weeks from 16 August to 12 September.
© Copyright 2017
All rights reserved including database rights. This electronic file is for the personal use of authorised users based at the subscribing company's office location. It may not be reproduced, posted on intranets, extranets or the internet, e-mailed, archived or shared electronically either within the purchaser's organisation or externally without express written permission from WARC.