Seven Tips to Maximizing Your DRTV Budget

Negotiating skills are important when buying media, but more important is knowing how and when to take advantage of or create opportunities. For instance, there are times when fire sales (inexpensive air time) and “make goods” (spots provided by stations when previous spots have been bumped and that are equally good or better than the original spot) can have a dramatic positive impact on the program’s ROI. Good deals often are available in the first quarter, and front loading spending can launch the new year with strong results. Working with a media buyer who understands timing can save tens of thousands of dollars.