Our reputation speaks volumes – more companies come to us to produce their DRTV television commercials than any other UK company. We are the production company working silently in the background of so many successful TV advertising campaigns.
We work with some of most experienced and best producers and directors in the business. We set extremely high standards of reliability and efficiency and we provider high quality productions at extremely cost-effective, competitive budgets. Hundreds of companies have profited from our expertise.
There are basically two types of television commercial - Direct Response TV (DRTV) advertising and Brand television commercials?
Ordinary television 'brand' commercials are designed to create awareness about products or services with the viewer reacting at a later time - on their next visit to the supermarket or when a need arises. Normally, brand commercials are 30 seconds long and the advertiser will often want to reach as many viewers as possible; that's why these commercials dominate the schedules on mainstream channels in the evening, when viewing figures are their highest and airtime is at its most expensive.
Direct Response commercials are looking to get an immediate response from viewers, usually by enticing him or her to pick up their telephone or visit a website. DRTV commercials are normally longer, usually 40 or 60 seconds and are designed to give the viewer more product benefits to generate a response, as well as containing a clear "act now" message and high level response information.
DRTV commercials usually shown on daytime TV and satellite channels.
DRTV commercials are using television to generate immediate sales enquiries and advertisers need to be able to cope with the high volume of incoming calls or increasingly e-mail enquiries that are instantly generated in a short space of time. Typically, 95% of viewers that respond to a DRTV commercial do so within seconds of its transmission. Unlike other forms of advertising, DRTV generates high levels of responses over short periods of time. Daytime TV programmes and satellite channels, because their audiences tend to be smaller, deliver audience sizes at a level that will generate responses at a rate that the advertiser can cope with.
Because airtime is significantly cheaper on daytime and satellite channels, it is possible to buy and schedule more airtime enabling the advertiser to deal with responses throughout a working day and reach a wide section of the population over a longer period.
Furthermore, Television channels like to show their more popular programmes at peak times. Viewers are less likely to respond to a commercial in the middle of their favourite programme. Commercials shown during daytime TV or on satellite TV are known as “pastime programming" reaching audiences with time on their hands and more inclined to respond to a TV commercial.
TV channels also tend to charge premium rates for peak airtime. Buying off peak, daytime ad satellite airtime enables our advertisers to reach wide audiences over a longer period. The cost-per-thousand viewers for airtime during the day and on satellite is generally much lower -- something that can affect a DRTV commercial campaign's profitability.
What are the benefits of using DRTV?
DRTV advertising can be highly cost-efficient. With the constantly increasing number of satellite TV channels, advertisers can target their intended audiece with increasing accuracy. Advertisers often employ different free-phone numbers for each TV channel so that they can accurately track where their responses are coming from. Space City often produces 50-100 variations of a single commercial to facilitate this.
It is important to remember that most DRTV commercials are also helping to create or enhance a brand. As well as the immediate results, they often reinforce other forms of marketing - e.g. creating uplift in responses to newspaper advertising or direct mail.
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