Because our industry has always been counter-cyclical to some degree, one silver lining of the COVID-19 pandemic has been a 'perfect storm' of high consumer demand and low media rates. At the height of the storm, I even heard tales of DR marketers putting up dead campaigns and quickly selling out of their old inventory. Most of us haven't seen CPOs this good since the financial crisis of 2008.
To understand just how good things have been on this front, we have a new report from DRMetrix. Among other things, the report charts spending by the major DRTV advertisers during and after the quarantine period of March to May, showing that the top marketer increased spending by a whopping 1,420% over the previous year. Meanwhile, increases of 300% to 400% were not uncommon.
"Short-form product expenditures are already $594 million for the year," writes CEO Joseph Gray in his email introducing the new report to clients. "I think we can all agree, 2020 is going to be one of the biggest years ever for the AS SEEN ON TV category."
Click here to download a free copy of the report.
