The Handy Guide to DRTV Metrics (Part One)

DRTV is so much more than magical creative and careful media selection. An understanding of how all the different response levers and tools can help ensure real success. Overlay that with understanding how TV donors perform over time means decisions on investment will be made with greater confidence.

This is a little guide with some tips and rules of thumb developed over several years of testing over many DRTV campaigns. It cannot cover all eventualities, but will give some clear guidance on general principles. The marketplace is dynamic, and like the financial small print says, response rates can...