A Nielsen Model for DRTV?

Guess Who’s Watching Your DR Campaign?

To celebrate what has been an exciting year of growth, DRMetrix is expanding its network footprint by 13%.  The following 12 networks are being added in time for the start of the 2017 media year.

American Heroes MLB Network
AXS MTV Life (Palladia)
BBC America Sportsman Channel
Bloomberg Universal
CMT Pure Country Velocity
Viceland youtoo Social TV

This will increase DRMetrix’s monitored universe of national cable networks to 104 networks.

Coming into the New Year, we look forward to publishing our first ever state-of-the-industry report as well as recognizing all of the top direct response advertisers and brands for 2016!

On behalf of all of us at DRMetrix, we would like to wish you and yours a blessed holiday season and a healthy and prosperous New Year!

New AdSphere™ features to debut at ERA/D2C Show

AdSphere™, from DRMetrix, is a next generation competitive media research system developed for the DRTV industry.  It debuted recently, in mid-June of this year, offering business intelligence including:

  • Compare spend levels of different DRTV brands and advertisers
  • Discover best performing brands for any advertiser
  • Determine best performing creatives for any brand
  • Gauge the performance of over 14,000 creatives
  • Study DRTV execution across 122 industry categories
  • Identify top performing networks and ROS dayparts for any brand/creative
  • Identify new advertisers, brands, and creatives

DRMetrix is debuting a new update for AdSphere™ at the ERA/D2C Show which will add the following features:

  • Same day & historical airings available for any DRTV brand or creative
  • Summary and airing detail exports
  • Video playback of any airing for 10 days & new airing level thumbnail feature
  • New filters including English/Spanish, lifetime rankings, and more.
  • All network trend view & new media analysis tools
  • Advertiser and brand summary reports with creative video links
  • Updates to user interface

The new features are planned for release at the end of September.  Most notable is the ability to export same day airings, as well as historical airings, for any DRTV creative.  Given the DRTV industry’s frequent use of different phone numbers, promotion codes, and other techniques to make TV media more accountable, AdSphere was engineered to track this data at the airing level.  For example, a video thumbnail is taken at a specific point in each commercial airing such as the “call to action” screen.  This allows AdSphere™ users to click on any current or historical airing and view a video thumbnail picture to confirm what phone number, promotion code, etc., was seen at the original time of airing.  Additionally, for up to 10 days, AdSphere™ users will be able to click and watch a video  of the actual airing for any traditional DRTV creative (including 28.5 minute infomercials).

DRMetrix will be exhibiting this week at booth 716 just inside the Lafite Ballroom near the entrance/exit.

 

 

 

Who to choose for 2016 DRMA Marketer of the year?

It’s that time of year!  Voting is open starting today through Friday, August 26th for the 2016 DRMA marketer of the year.  For your consideration, here are some thoughts and insights gleamed from DRMetrix’s new AdSphere­™ Research System for the five DRMA nominees.

Differences in DRTV media execution

Three of this year’s nominees, Adore Me, Las Vegas Convention & Visitors Authority, and Vista Print are executing their DRTV media buys on a non-traditional Brand/DR basis while AIG and Nutrisystem are executing their media on a traditional DR basis.  While both traditional and non-traditional DRTV approaches incorporate a call to action, there is significant difference in how consumer response is measured and how media buys are optimized.  In order to understand traditional DR metrics such as network cost per call, cost per sale, ROI, etc., one needs to track consumer response back to each network.  On the other hand, use of a vanity call to action, which is typical in the case of Brand/DR campaigns, suggests the advertiser is managing their buy based on “cost per impression” data from Nielsen.

Differences in Spend Levels

There are also significant differences in what each Nominee has spent on National Cable inventory. AdSphere™ tracks of all of the airings for every DRTV brand running across 92 national cable networks.  This has resulted in over 11.6 million DRTV spots detected since DRMetrix deployed it’s monitoring platform in December of 2014.  Each airing in analyzed taking into consideration the average price of DR media by network and ROS daypart.  Additionally, airings running in national ad breaks are segmented from those running in less expensive local “cue tone” ad breaks.  AdSphere™ utilizes a comparative spend index  where the brand with the highest level of spend is given a score of “100” and all other brands are scored in comparison.

Although they are not a nominee this year, the top DRTV short form brand for year to date 2016 is Liberty Mutual earning a short form spend index score of “100”.

Our first nominee, by order of projected media spend, is Nutrisystem with a short form spend index of “46.93”.  (DRMetrix estimates that Nutrisystem spent 46.93% of what Liberty Mutual spent for the broadcast period 12/28/15 – 8/14/16.)  It’s also worth noting that Nutrisystem is the only nominee that also advertises via 28.5 minute long form infomercials earning a long form spend index ranking of “10.47” compared to the top infomercial brand year to date which is Cize from Beachbody.

AdSphere™ Expenditure Data

Here’s how the short form spend index breaks down for each of our five nominees.

  1. Nutrisystem – 46.93
  2. Vista Print – 28.33
  3. Adore Me – 6.05
  4. Las Vegas Convention & Visitors Authority – 1.08
  5. AIG – 1.07

Those of you with access to AdSphere™, please login and run a 2016 YTD this week to see more details such as number of airings detected for each of these brands, their actual media schedules, and you can watch all of their creatives as well!

You are now free to explore the DNA of Direct Response

If you don’t have access to AdSphere™ please feel free to take advantage of DRMetrix’s free week trial for first time users.  You can also checkout the AdSphere™ Biannual 2016 industry report “2016 Mid-Year” which debuted on www.drmetrix.com last month featuring rankings for the top traditional DRTV product campaigns and advertisers.  The new Biannual report was created in partnership with SciMark’s “True Top 50” industry report which was released on July 24, 2016.

DRMetrix & SciMark collaborate on new Bi-Annual DRTV Industry Report

2016-07-24_8-39-51

DRMetrix and SciMark have come together to collaborate on a new Biannual DRTV Industry Report.  Data from DRMetrix’s new AdSphere™ system will be used to determine the top DRTV brands and advertisers based on detected spot and infomercial airings across 92 national cable networks.

Jordan Pine will be presenting his analysis of the AdSphere™ data on The SciMark Report as well as announcing the True Top 50True Top Marketer, and True Top Producer, along with other awards for the period in question.

Click here to read The SciMark Report’s 2016 (mid-year) analysis now!

 

 

DRMetrix releases AdSphere™ Statistics

DRMetrix recently reached a new benchmark having detected over 10 million DRTV airings in just 18 months.  The company began monitoring national cable networks in December of 2014 with plans to build a world class competitive media research system for the DRTV industry.  With the beta rollout of AdSphere™ this month, DRMetrix is now making this incredible data set available to the industry.

In May alone, DRMetrix detected over 737,000 DRTV airings, 8300 infomercial airings, 1063 new creatives, 226 new Brands, and 122 new advertisers adding to its lifetime totals of 13,000 unique DRTV creatives, 4,000 Brands, and 2,200 advertisers.

DRMetrix plans to update the statistics monthly on its website located at www.drmetrix.com and invites the industry to visit and watch a short video to learn more about AdSphere™.

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