In this article, Ad Age writer Jack Neff explains why the media environment is so tough for DRTV advertisers right now (HT: Asieya). Here are the key lines:
A rapidly tightening scatter market is leaving ... DRTV marketers in the cold as traditional advertisers snap up the remnant time slots once left to them ... The tightening is a result of some established advertisers adding to their upfront buys, along with networks having to offer inventory as "make-goods" to make up for ratings shortfalls over the past years.
Allstar CEO Scott Boilen and Telebrands CEO AJ Khubani are both quoted in the article.