RSSDarts Against the Media Buying Board
Apr 13
DRTV, Uncategorized No Comments
For DRTV media buying professionals, there’s no relief in sight, at least from Jacobs’ perspective. The fact that media time is tight, prices are high and results are less than desirable has pushed this media buyer to switch to the kind of media plans that he used back in the early 1990s: buy more broadcast than cable, since the former is more negotiable.
“While it’s tougher to make broadcast work, we’re taking our network orders and doing market purges and buying those markets that index over 100,” says Jacobs. “We’re trying to pick the markets using some kind of logic, instead of just throwing darts against the board.”
Rob Medved, president at Cannella Response Television Inc. in Burlington, Wis., credits an increasingly fragmented channel lineup and notable news events with creating a “very inconsistent viewing audience,” this year. He says short-form DRTV media on larger networks has been very difficult to obtain, which is not very different from last year.
“Healthy scatter and hybrid DRTV media buying do not allow for much remnant inventory,” says Medved. “At the same time, the rise in the price of gas and a slowing of the housing market run have also curbed the response pocketbook.”