War Coverage Creates Many “Avails” For DRTV Spots

If a consumer saw a televised commercial during the current war against Iraq’s opening days, chances are it was a direct response spot. Open inventory soared between 50% and 75% during the first three business days after bombing started, according to Cheryl Green, vice president, media director of Advanced Results Marketing.

“Most traditional advertisers pulled down [their campaigns,]” Green said. “Being a direct response agency, we got a boatload of calls–‘we’ve got avails [available spots] through the roof. Are you war-friendly?’”

As of last week, there was still between 20% and 25% more space than usual available, largely due to a handful of advertisers that have remained cautious, and have held off breaking new campaigns.

“You’re seeing a lot more people coming back in,” Bill Freeman, Advanced Results Marketing’s president and CEO said. “Proctor and Gamble is re-engaging.”

Even one of the Marlboro, MA-based agency’s Advanced Results’ own clients, which had initially been nervous about launching a new campaign, came back to the media mix last week. “They elected to run the full campaign,” Freeman said. “They can’t afford to be off the air. Others in their category are going ahead.”

Time availability was, and continues to be, a function of the network. Some news-focused networks, such as CNBC, MSNBC and Fox News had so little available inventory during the initial week or two of fighting that even the inventory bought at fire-sale prices didn’t make it onto the air, although airtime has since opened up.

But other networks, such as Animal Planet, Discovery or the various food and home channels, had the space from day one, if marketers were willing to buy it. And some were, especially at the discounts being offered.

“We’re delivering 20% more in media weight than in normal times,” Freeman said. Most marketers are not trimming their ad budgets, preferring instead to add additional spots.

“You have to net it out on the ROI model. If they are getting the numbers, they will continue to spend.”

This isn’t the first time a war provided an opportunity for direct response TV. “In the early days of this company, we had a product–a triple-edged new windshield-wiper blade,” recalled Freeman.

He continued, “During the last Gulf War, it had phenomenal success. It was a bit of a breather, and no one else wanted to advertise.”