DRTV advertising campaigns are using television to generate sales enquiries and advertisers need to be able handle the volume of incoming calls and e-mail enquiries generated. Typically, 95% of viewers who respond to a DRTV advertisement do so during or within a few seconds of its transmission. So, unlike other forms of advertising, DRTV produces high levels of response over short periods of time.

Most DRTV advertising takes place on daytime and satellite channels because their audiences tend to be smaller. Advertisers therefore have to have their staffing levels geared to handle these high levels of responses or employ the services of call centres to cope with telephone enquiries.

With proper planning, daytime TV programmes and satellite channels can deliver audience sizes at a level that will generate responses at a rate that the advertiser can cope with.

TV channels tend to show their best material at peak viewing times. Viewers are less likely to respond to a DRTV commercial if their prime motivation is to watch the next part of their favourite programme. However, transmissions shown during other times or on niche satellite channels are called "low interest programming" and that's when viewers are more inclined to respond to a TV commercial.

TV channels charge a premium for peak-period airtime because they know they can sell it to the high budget brand advertisers. The "cost-per-thousand" for airtime during the day and on satellite TV is generally much lower -- something that can make the difference between your DRTV campaign's success or failure.

Think of a direct response television advertising campaign and the likelihood is it was produced by us. We have produced some of the most successful direct response television advertising campaigns for UK television over the last 12 years. We have helped small companies become household names.

Our client list is impressive and consists of well-known companies and brands that everyone knows. In a competitive market place, you need a television advertising company who can get you results.

Clients like: Barclaycard, UNICEF, RSPB, PDSA, Bank of Ireland, Royal Mint, elephant.co.uk RAC Insurance, SAGA, and Virgin Records.

You will be in good company when we produce your advertising on television.

We are the largest producer of television commercials in the UK. Our reputation within the advertising industry is second to none. We do not make TV programmes or corporate videos -- we concentrate on doing what we do best.

Space City can take you through every stage involved in the process of producing a Television commercial - from script to screen. We are at the forefront of the television advertising industry, with more than 12 years experience in producing advertisements and a team with over 100 combined years experience in DRTV.

So if you're planning to make a TV commercial, contact us now.

An advertising campaign's creative approach usually begins with a client's creative brief that lays out a clear strategy for what the commercial is intended to achieve. It should identify the target audience and make clear the product benefits that are to be featured. It should include information about main competitors and the intended "call to action".

Our creative team will then devise script ideas based on this brief. Many clients use their existing advertising agencies to do this whilst others ask Space City to devise creative ideas. Scripts are usually accompanied by "story boards" which give an idea of the visual images to be filmed.

Radio Commercials - recorded and produced in our own in- house studio. Cost - effective Radio Commercials - made on tight budgets, ideal for first time advertisers or challenger brands.

We can help you with every stage of production. We set very high standards of reliability and efficiency and we stick to deadlines and budgets.

So if you're planning to make a Radio commercial, contact us now.

The average budget for producing a 30 second commercial in the UK is around £140,000 (Source: Televisual magazine survey, November 2003). However, a typical budget for a Direct Response Television advertisement produced by us is normally between £10,000 and £80,000.

This is because the requirements and cost structure for a branding campaign is completely different from that of a DRTV advertising campaign. A big brand advertiser may be budgeting to spend £1,000,000 - £2,000,000 on prime advertising airtime to create massive awareness of his/her product among the viewing public over a couple of weeks. Therefore, the cost of producing the brand commercial is a relatively low compared to the overall television advertising budget.

DRTV advertising budgets tend to be lower as the cost of producing the commercial has to be factored into the "cost per response" generated. A first time DRTV advertiser will typically start with a test campaign that may involve airtime costs of as little as £20,000.

So if you are looking at advertising on television for the first time, your start up budget could be as low as £30/£35,000 to test the water. In any event, you should talk to us to obtain a clearer picture of what is involved.

If a DRTV commercial is initially successful, it is likely to go on working effectively for months or sometimes years. This is because the audiences tend to be lower, so the "wear out" factor is much slower than for other more high-profile commercials. This also means that the original cost of DRTV production can be spread out over the life of the commercial.

Direct Response Television Advertising – DRTV is designed to get instant results.

Television 'brand' advertising is designed to create awareness, interest or desire in a product or service so that viewers will respond on their next visit to the supermarket. Brand commercials are normally 30 seconds long and the advertiser will usually want to reach as many viewers as possible which is why these commercials dominate the schedules on mainstream channels in the evening, when viewing figures are their highest.

Direct Response advertisers are looking to get an immediate reaction from the viewer, usually by inviting him or her to pick up the phone or log onto their website. Most DRTV commercials are usually longer, typically 40 or 60seconds, as they have to give the viewer enough product information and benefits to gain a response, as well as containing a clear "call to action" and contact information.

This is our speciality and we are committed to producing the best quality results within the budget available.

If you look at a typical DRTV commercial, it tends to be creatively very different from a traditional branding advertisement. DRTV advertisements tend to be longer and contain more information about the advertiser's product. DRTV commercials tend to feature a presenter speaking directly to the viewer either in a studio or on location.

That means that DRTV advertisements tend to have more straightforward production concepts. Where a high profile brand commercial may be filmed in Barbados over 1-2 weeks, a typical DRTV commercial can be filmed in Barking over 1-2 days.

Because we produce more commercials than any other UK company, Space City is also able to produce commercials in a highly cost effective manner. We therefore obtain competitive rates from suppliers on the basis of the volume and pass these savings onto our clients.

There are two elements that usually need to be in place before considering the creative approach to a DRTV campaign:

It is essential that the prospective DRTV advertiser has the services of a specialised media buyer who can plan and negotiate a suitable airtime package. Space City can provide contact information of media buyers we recommend.

Many companies will be unable to handle the response generated by a DRTV campaign in-house. High levels of responses normally come in seconds after the advertisement has been aired. Staffing levels need to be increased during these times or you need to use the services of a response handling company that uses either trained call centre staff or some form of automated call-handling system.

If you are investing in television advertising with a view to driving more traffic to your website, it is essential that your website doesn’t let you down. Having succeeded in motivating high numbers of visitors to your website, you want your visitors to be immediately captivated by the design, you want it to be easy to use and it needs to be visually appealing so that it stands out from the bland image projected by your competitors.

It is also imperative that it performs in the search engines, so that people surfing the Internet, find it and as a result of your television advertising, instantly recognise who you are and choose to visit your site as a result. We are Europe’s leading search engine optimisers working with the UK’s most dynamic and innovative designers. Together, we combine to make an unbeatable website design team.