SOURCE: DRMetrix

DRMetrix

December 10, 2015 16:11 ET

Can "AS SEEN ON TV" Research Be Trusted? DRMetrix White Paper Exposes Serious Problems and Exploits

Retail "ASONTV" Buyers Are Being Challenged by Faulty Research

TEMECULA, CA--(Marketwired - Dec 10, 2015) - DRMetrix is offering retailers a free white paper that will have them questioning the traditional television research and ranking reports that product marketers often tout as proof of their product's success and use to substantiate the level of their TV expenditures. DRMetrix's white paper, "Can AS SEEN ON TV Research Be Trusted?" outlines the industry exploits that some direct response television (DRTV) advertisers use to mislead retail buyers into believing that their products have enough television exposure to be successful. These products are prone to waste valuable shelf space costing retailers millions of dollars in lost revenue.

The DRMetrix white paper explains:

  • Exploit 1: How DRTV advertisers can make a $20K/week spend look like $400-$600K
  • Exploit 2: How some DRTV products are able to achieve a top industry rank without having to purchase national advertising and for pennies on the dollar.
  • How any DRTV advertiser can use these two exploits to greatly exaggerate a product's success and mislead retail buyers into purchase decisions they may regret

"For many years, AS SEEN ON TV product marketers have been able to take advantage of serious flaws in the methodologies of television media research companies," noted Joseph Gray, president of DRMetrix. "Savvy marketers and agencies know that existing research from practically all television research companies can be manipulated and the practice has become far too common."

As the exclusive provider of Spend Index™ rankings for the Direct Response Marketing Alliance (DRMA), and Response Magazine, DRMetrix takes a very different approach and is the first television research company that has resolved the underlying problems that have allowed these exploits to exist.

To receive a free complimentary copy of DRMetrix's white paper, "Can AS SEEN ON TV Research Be Trusted?" email joseph.gray@drmetrix.com

About DRMetrix
Technology and industry experts on two continents have come together to create a system capable of monitoring hundreds of national cable networks 24/7/365. Like finding a single strand of DNA, intelligent and automated technology analyzes the digital attributes of every commercial and program to find and track DRTV spots and infomercials. Founded in 2013, DRMetrix is the exclusive provider of DRTV Spend Index™ rankings for the Direct Response Marketing Alliance and Response Magazine.

Contact Information

  • Todd Schuetz
    Marketing Maven Public Relations
    Email Contact
    310-341-7350