Direct response television

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Direct Response Television, or DRTV for short, includes any TV programs that market goods and services directly from the manufacturer or wholesaler to the consumer, bypassing retail. This is a form of Direct Response Advertising. Direct Response Television campaigns are often managed by Direct Response media buying agencies. These agencies purchase air time from media outlets such as broadcast stations and cable networks. There are two types of direct response television, long form and short form. Long form direct response is any television commercial longer than two minutes. This was the accepted term for an infomercial from 1984 until "infomercial" came into vogue in 1988. Short form is any DRTV commercial that is two minutes or less in length. The purpose of a DRTV commercial is to have the consumer contact the advertiser directly in order to purchase the product.

Many of these items find their way to retail shelves once their television campaign has ended. Mass merchant retailers often have "as seen on TV" sections in their stores.

2006 Definition of "Direct Response Television". In today's multi-channeled world of engaging the consumer, Direct Response "TV" is just one of these channels. The true and more concise definition of Direct Response TV would be a commercial that compells or elicits an immediate response from the viewer. Now a days the big idea agencies like to call this "engaging the consumer" and it can be found all over general advertising on TV, Web, Cell Phone, etc. One can find a sample of direct response every where you look from network TV Game shows..."if you want a chance to win on Deal or No Deal, to network TV Talent shows "Vote for your favorite American Idol, by text messaging XXXX now on your cell phone, or by logging on to the web at xxxx.com" to call this number now to order" to general advertising 'visit us at EHarmony.com' - all of it is considered "Direct Response" - we just have to start leaving the TV word behind and realize that Direct Response is any type of advertising that compells the consumer to engage the consumer in the advertising and deliver to the advertiser immediate quantifiable results.