Why our DRTV agency is Bullish on Radio...
If you haven’t noticed over the last 18 months or so TV (advertising) is back. Both the Broadcast and Cable Networks have had record upfronts. Despite declining Broadcast Network ratings and increasing competition for your living room screens from the “cable-cutting” devices (like Apple TV, Google TV, PS3, Xbox’s, etc.) advertisers have returned in record numbers to TV. While this is great news for my TV-selling friends it has required many of us in the direct response space to reevaluate our media planning. In TV, when the broadcast and cable networks have reason to believe there is strong demand from brand marketers, direct response inventory shrinks and spot prices go up. Certainly many marketers pushed out of DRTV will look to the Internet to drive growth. And given the availability of performance-based online media, increasing your online budget is probably a good strategy. However, most online advertising, like search, simply extracts value from e...