Seven Tips to Maximizing Your DRTV Budget

4) Who’s buying what?

Most DRTV respondents are female, ages 25 to 49, right? Or male, ages 35 to 59. Right? Maybe. Maybe not. The real question: Is your dominant demographic a self-fulfilling prophecy or a true demographic picture of your market? Your mission and creative might scream “Men, ages 18 to 24,” but the fact is that in DRTV your audience will self-select. If you’re buying time on “Murder She Wrote” and other shows of that ilk, the true answer might be elusive because you might be missing key target markets. The answer is to periodically review your media mix to make sure you’re reaching all key markets. And when testing a new market, make sure your creative can make the leap as well.