26 new DR campaigns made their way onto national cable last week. The Kitchen category had the biggest showing in Long Form, with three new campaigns, but offered nothing new in Short Form. With a wider array of new campaigns, Short Form spanned nine categories without any single category becoming the clear leader. The categories at play this week illustrate the different views marketers take towards Long Form and Short Form DR. Computers & Electronics and Automotive are among the rarest of Long Form categories, but this week they offered multiple new Short Form campaigns. Media Analytics has over two decades of data detailing the preferred format and networks that marketers have used to launch a DR campaign and maximize its success over a course of weeks, months, and years.
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Fewer Marketers Make Up the Top Ten Share of Long Form
It’s not your imagination. Chances are you’re seeing many different products as you once did among the infomercials on national cable, but they are being produced and marketed by many of the same marketers. Take the point of view that’s likely preferred by those marketers, and they have the secret sauce as to how to make them successful time and time again. Who are they? Where are they airing? How often? How much is it costing them? What can you learn from these juggernaughts that can help your upcoming campaign and find out how best to compete?
The full report is available below.
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Which Categories Ignore Long Form in Favor of Short Form Success?
Computers & Electronics and Automotive are among the rarest of Long Form categories. During the week ending September 25 their respective Long Form airings totaled 7 and 0. Yet this same week saw multiple new Short Form campaigns from these categories. Find out where Short Form Computers & Electronics and Automotive are thriving by getting the full report below.
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DashCam Pro Makes a Big Move in the Top 25 Spot Product Ranking
Last week DashCam Pro didn’t even rank in the Top 25. A significant boost in airings this week moved it up 27 places and into the Top 10. Meanwhile MaxiClimber held on to its #1 position again.
Going to ERA Las Vegas? We want to meet with you
Get some face time with us - We’ll be at the ERA D2C Convention in Las Vegas October 6 - 8. Find out about new product launches, where DR is progressing, and how we can customize our tools and insight for your business. There are only a limited number of meeting times available. Schedule your meeting now.