Industry News: The Number is $17.9 Billion

In a new press release cheekily titled, "17.9 Billion Reasons Consumer-Response TV Advertising is Here to Stay," DRMetrix CEO Joseph Gray has revealed updated figures from his AdSphere 5 x 5 Industry Study.

According to the release, "$17.9 billion of national ad spending last year went to TV commercials that ask consumers to take action, such as by visiting a website or going to an app store."

Gray explains:

“Last year was another year of growth for the industry. That said, we’re definitely seeing an overall decline in recent weeks due to Covid-19. While we expect to see a downturn overall in advertising expenditures for 2020, we are seeing sectors of the industry actually increasing spend during this time.

“To help measure more recent impacts to the industry, we have created a television frequency tracking page on our website to provide insights on which sectors of the industry are increasing/decreasing frequency on national television.”

You can read the complete release here, download a free copy of the updated report here and visit the coronavirus impact tracker here.

Industry News: Arwen for Hire

Arwen Saxon, the voice of countless DRTV hits over the years, is now offering her services for hire.

Formerly of Sullivan Productions, Arwen is a highly talented voice-over artist, producer and writer. A few of the well-known hits she helped create include: DermaSuction, Swivel Sweeper, H2O X5 Steam Mop and Hurricane 360 Spin Mop.

Arwen was already a well-established pro when I first showed up on her set as a wet-behind-the-ears DRTV novice. In fact, she has more than 30 years in the business and her company, NuVizions Media, will celebrate its 20th anniversary April 20. The company's services include "broadcast quality voice overs for DRTV, commercials, industrial and educational videos."

If you are looking to work with one of the industry's top talents, I strongly recommend you visit the NuVisions website and give Arwen a call.

How is the Coronavirus Impacting DR?

Have you been wondering about the impact of the coronavirus on our industry? Me, too. Now, DRMetrix is helping to provide an answer.

Yesterday, the research firm launched a new interactive tool that monitors daily airings (ad units) for different types of direct-to-consumer advertising across the 130 national networks its AdSphere system monitors.

"TV viewing should be on the rise due to the coronavirus pandemic leaving millions of Americans housebound," DRMetrix CEO Joseph Gray wrote in his blog post announcing the new tool. But several questions remain, he added. For instance, "will greater television viewership levels help to sustain the industry or will there be a pull back?" And if traditional brand advertisers pull back, "will we see more direct-to-consumer advertising filling the gap and, if so, what types?"

The interactive chart is meant to provide those answers. It shows ad units by day beginning March 1 and will be updated daily. However, it "may take a week or two before the chart begins to paint a picture of what’s [actually] happening," Gray said.

You can access the DRMetrix tool here or by clicking the image above.

Bell+Howell TacShaver

Description: An electric shaver
Pitch: "Works wet or dry for a great shave in even the harshest conditions"
Offer: $29.99 for one with free shipping
Bonus: None
Brand: Bell+Howell
Starring: Nick Bolton
Marketer: Emson/Paragon
Producer: Paddock
DRMetrix Rank: No. 14*
Visit Website

Written by yours truly. This is the 12th "TAC" product we have rolled out. Also on the DRMetrix Top 40 this week: TacVisor (#21).

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* Based on weekly monitoring by AdSphere.™ To learn more or to try it for free, click here.

New & True: TacVisor

Description: A polarized sun visor
Pitch: "Blocks glare without blocking your view"
Offer: $19.99 for one with free shipping
Bonus: 2nd one (just pay a separate fee)
Brand: Bell+Howell
Starring: Nick Bolton
Marketer: Emson/Paragon
Producer: Paddock
Rank: No. 12*
Visit Website

Written by yours truly. This is the 11th "TAC" product we have rolled out.

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* DRMetrix Weekly Top 40, Short Form Week 6 (Source: AdSphere)