Though ad spending has softened in many sectors, the direct response ad—or infomercial—has registered 18% growth in total ad units since 2007 and now comprises 14% of all US TV advertising, according to a study from Nielsen.

That share is expected to grow as the format gains mainstream awareness, in part via the Web, Nielsen said.

In an analysis of one week of all direct response national TV advertising, Nielsen found that 88% of TV households surveyed (101 million homes) tuned in to at least one national direct response ad.

Those homes watched an average of 32 ads during the week tracked, from among over 15,500 direct commercial units that aired across national TV in that period.

 "One factor that makes direct response so attractive to advertisers is the ability to get that direct, and almost immediate feedback of how well the ad performed," said Kevin Svenningsen, SVP, Media Tracking Services, The Nielsen Company.


Enter your email address to continue reading

Direct Response Ads Up 18% Since 2007

Don't worry...it's free!

Already a member? Sign in now.

Sign in with your preferred account, below.

Did you like this article?
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
  • Copy Link

  • Email

  • Twitter

  • Facebook

  • Pinterest

  • Linkedin