Why are DRTV commercials usually shown on daytime TV and satellite channels?
DRTV advertisers are using television to generate sales leads; they need to be able handle the volume of incoming calls (or increasingly e-mail enquiries) generated. Most viewers (typically 95%) who respond to a DRTV commercial do so within a few seconds of its transmission. So, unlike other forms of advertising, DRTV produces high levels of response over short period of time. Because their audiences tend to be smaller, daytime TV programmes and satellite channels can deliver audience sizes at a level that will generate responses at a level that the advertiser can cope with. In addition, TV channels tend to show their best material at peak time. People are less likely to respond to a DRTV commercial if their prime motivation is to watch the next part of their favourite programme. Transmissions shown during other times are euphemistically referred to as “low interest programming”; that’s when viewers are more inclined to respond to a TV commercial. Finally, TV channels tend to charge a
