Use of toll-free numbers, which generated $10.9 billion in 2004, will amount to $14.5 billion by 2009. Direct response TV will continue to take its share: 82% of all phone numbers in television commercials were toll-free, according to a study from 800Response.com.
To date this year, 28% of television ads featured toll-free numbers, up from 24% in 1998. (The comparatively new online medium, however, has far outstripped this figure. Just over half of all commercials feature a URL, up from 19% in 1998.)
Ads for local marketers were more likely to contain these numbers (35% of all local commercials did so) than were spots for national marketers (only 26% used them).
Six out of 10 were
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