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 chan-nels, 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.
© 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.