2023 is Looking Good for DR Advertisers
The founder of DRMetrix says the 'media pendulum' is swinging our way
On his blog, DRMetrix Founder Joseph Gray writes:
If consumer spending holds up in Q1 2023, while the scatter market remains soft, it will definitely benefit DTC and DR advertisers. In fact, during the first 3 media weeks of 2023, DRMetrix is already measuring a significant +25% increase in ad units for DTC and DR advertisers year-over-year.
This is great news for our industry, which could really use some optimism right now. It wasn’t supposed to be this way. During the Covid lockdowns of 2020, DRMetrix “measured the largest ever year-over-year growth for DTC and DR,” Joseph writes. This was because media rates were “at their lowest at a time when more people were watching TV than ever before.” But then “the media pendulum swung the other direction…”
In 2021, traditional brand advertisers flooded back onto the airwaves. On top of a tighter scatter market, DTC and DR advertisers also began to feel the impact of global supply chain issues.
Thankfully, it appears both of those problems are now resolving. Of course, there is still the not-so-small matter of getting people back into retail stores — and somehow replacing the rapidly dwindling number of doors that even carry our products these days. I’m sure I’m the only one who is watching in horror as our former No. 2 account disintegrates.
That said, there are two things I know will never fail us: consumer demand for innovative products and the effectiveness of our selling techniques. Joseph’s latest analysis affirms these truths. At least on the media side, it seems all we needed was a little room to work. Hopefully 2023 will continue to give us that room.
Chart Watch
The headline this week is Contour Swan Pillow (above) has shot up to No. 2 on the DRMetrix chart.1 I wrote about the campaign back in September. Otherwise, there’s not much else to talk about. Those four BulbHead campaigns are still in the top 20, as are those new IdeaVillage and Emson campaigns I wrote about last week.
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“Weekly Spend Index Report for ASONTV Brands,” Week 4, 01/16/2023 thru 01/22/2023