DRTV Response Rates

We’re often asked to forecast or estimate campaign response rates, especially in DRTV. Here are some guidelines for those who want them:

Set 1 – DRTV Phone Response Rates (high to low range as a percentage of total impacts)

  • DRTV Type 1 – Hard Hitters – these DRTV hard hitters, with no nonsense creative, usually on a 60 second time length can achieve between 1% and 0.05%. But please note, exceeding 0.05% is a very rare achievement in DRTV. It’s usually delivered through a combination of an extremely powerful ad, very strong product, with a great offer transmitted on a low level but highly responsive audience. It is very difficult to exceed 0.05% at scale.
  • DRTV Type 2 – Lead Generators – these DRTV ads are usually seeking subscription trials, leads, quotes etc and run on time lengths between 30 seconds and 60 seconds.  Response rates tend to be around 0.05% and 0.005%.
  • DRTV Type 3 – Brand Response – these ‘BRTV’ soft sellers produce lower responses generally in the range of 0.005% to 0.0005%

Set 2 – DRTV Web Response Rates (high-low range as a percentage of total impacts)

  • DRTV Type 1 – Hard Hitters –  these are high response rate ads will generate 2-3 times their phone response equivalents so around  2% and 0.1%
  • DRTV Type 2 – Lead Generators – web response rates to these tend to generate around 0.5% and 0.05%.
  • DRTV Type 3 – Brand Response – these BRTV soft sellers produce lower responses generally in the range of 0.05% to 0.005%