Summary of running status of Direct Response TV Commercials
January 11, 2008
We are pleased to introduce you the summary of our survey and analysis for Direct Response TV commercials as a part of cross media advertisement strategy on TV Commercial.
1. About the data for Direct response TV Commercial
The data tabulation was conducted based on Video Research Ltd.'s "TV Commercial Statistics":
|Area for data tabulation:||Kanto area|
|TV broadcasters for data tabulation:||5 x Terrestrial free-to-air TV broadcasters|
|TV commercials for data tabulation:||Direct response TV commercials*|
|Data tabulation period:||September, 2006/December, 2006
March, 2007/June, 2007/
About Direct Response TV Commercial...
"Direct Response TV Commercial" here stands for the TV Commercials in which the message or textual information displayed encourages the viewers to access the web site of the companies/product/services. "Direct Response TV Commercial" is classified into 3 categories: 1)URL displayed TV Commercial, 2)Search window displayed TV Commercial and 3)Web related word displayed TV Commercial.
*TV Commercial Statistics: Advertising database collected and tabulated by the proprietary advertising statistical system of Video Reserch Comhouse Ltd.
Video Research Comhouse Ltd.
One of Video Research Ltd.'s group companies and the largest commercial database company in Japan. Since its establishment of 1969, Video Research Comhouse Ltd. has been categorizing and analyzing the commercial database. It also has been dedicating itself to build up the system for "TV commercial statistics".
2. Ad running status for Direct Response TV Commercials:
4 out of 10 TV Commercials are Direct Response TV Commercials.
Reviewing the data of September, 2007, the total number of TV commercials was 118,251 and the number of Direct Response TV Commercials was 51,170, 43.3% out of the above total. The number of advertisers running Direct Response TV Commercials was 659, 58.3% of the total.
3. Ad running status for Direct Response TV Commercials - by type:
The number of "Search window displayed TV commercial" was 3.5 times more compared with previous year.
Further probing into the Direct Response TV commercials in September, 2007 by type, our finding was: The number of "URL displayed TV Commercial" was 33,420, the number of "Search window displayed TV commercial" was 18,152 and the number of "Web related word displayed TV commercial" was 9,766. Compared with the data of September, 2006, it is of particular note that the number of "Search window displayed TV commercial" and the same of "Web related word displayed.TV commercial" increased and especially, the number of "Search window displayed TV commercial" was 3.5 times more compared with the same period of 2006.
4. Ad running status for Direct Response TV Commercials - share within the industry:
The share of Direct Response TV commercials within the industry is high, when the product of such industry requires detailed information for making purchase decision.
When reviewing the data of Direct Response TV commercials in September, 2007 by industry, the number of the same within "Transportation devices" category inclusive of automobiles" accounts for 76.6%, i.e., more than 3/4 of total number of TV commercials. This also accounts for 12.3% within the total of Direct Response TV commercials. Also, within the industry for "Services and Entertainment" inclusive of Mobile phones and Ringing tones, the share of Direct Response TV commercial is approximately 50% and this industry accounts for 16.2% share within the Direct Response TV commercials and this industry runs the highest share of Direct Response TV commercials.
For more detailed data, please refer to our Japanese web site. We also conducted the Consumer Lifestyle survey of Search window displayed TV commercial and the data is available upon request (Japanese only).