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Cannella Response Television Acquires Media Properties Holdings

NEW YORK & BURLINGTON, WI (Jan. 28, 2016) – Cannella Response Television (CRT), America’s leading innovator in long-form direct response television, today announced the acquisition of Media Properties Holdings (MPH), parent company to the nation’s leading, automated advertising platform AdMore, as well as top short-form direct-response provider REVShare and its proprietary network of more than 1,700 local broadcast stations, national cable networks, cable systems, cable interconnects and program syndicators across the U.S. MPH also operates Lead Generation Technologies (LGT), which creates spots that generate consumer engagement and then monetizes those qualified leads through an online bidding system.

The acquisition brings together a vast array of proprietary software tools and combines them with deep, performance-based databases to enable hundreds of CRT’s top marketing and agency partners to now analyze, access and aggregate premium advertising inventory for their DRTV or future programmatic campaigns. 

Frank Cannella, CRT founder, said, "The acquisition of MPH is another great milestone for our 30 year-old company. MPH not only has three great business models with tremendous upside potential, but we're also getting a phenomenal management team and staff."

Financial terms were undisclosed, but the combination promises several key advantages including:

•    Cannella’s more traditional long-form clients can now complement their ongoing or new campaigns with REVShare’s extensive short-form capabilities.
•    REVShare’s short-form clients can leverage Cannella’s expertise and the advantages of long-form to engage consumers in developing a deeper brand story and a more immediate purchase at point of sale.
•    Both businesses now benefit from the continued surge in AdMore growth thanks to the sweeping transition underway from traditional media buying to programmatic’s “big data” to drive media spending and verification of reach.

Rob Medved, CRT's CEO, said, "We are very excited about the opportunity to combine two leading automated ad platforms as we continue to take advantage of the shift in content consumption and distribution.”

CRT President Tony Besasie added, "The Cannella and MPH cultures are rooted in innovation and accountability and both organizations are hyper-focused on media aggregation and data management to drive business results. The combined scale, talent, tools and resources will generate more business for our diverse mix of clients and media partners.”

The new entity will operate from its offices in Burlington, WI, with operational offices in Midtown Manhattan, Los Angeles’ “Miracle Mile,” Temecula CA and a technology operations center in Milwaukee WI. Rob Medved will oversee the combined entity as CEO. Tony Besasie will continue to serve as CRT’s President and MPH’s Brendan Condon will serve as President of the AdMore, REVShare and LGT units. 

“We’ve been very fortunate to experience exponential growth at AdMore for the past two years, and its continued success is integral to this acquisition,” Condon said. “We can use all the intelligence and insights gained from our programmatic media planning and buying based on audience engagement with specific content in the short-form and now apply it to the most optimal placement of long-form as well.”

In 2009, ZMC and affiliates of Palladium Equity Partners, LLC, along with Veronis Suhler Stevenson, invested in Cannella Response Television and will continue to hold their investments in the combined entity.

Reaching more than 110 million English and Spanish-speaking TV homes across 200 different cities, AdMore can access key inventory from more than 1,700 local broadcast stations, national cable networks, cable systems, cable interconnects and program syndicators throughout the U.S.  With continued audience fragmentation plaguing Big Four broadcast channels, and millions of consumers now accessing streaming digital video via multiple devices, the nation’s leading national brands are already shifting billions of dollars in traditional media buying toward these more data-driven solutions.
Media Properties Holdings and the sellers were advised on the transaction by Petsky Prunier Securities.
About Cannella Response Television: Cannella Response Television ( is an integrated DRTV media company servicing virtually all of DRTV’s short form and long form direct response advertisers. Credited with launching the first infomercial in 1982, Frank Cannella founded CRT in 1985 and has grown the company to become the most authoritative and innovative long-form direct response media agency in the country. Cannella Response Television works on behalf of short form and long form advertisers and marketing partners to plan, manage, implement and measure DRTV media campaigns to deliver a proven return on investment. Cannella Response Television is headquartered in Burlington, Wisconsin and has offices in Los Angeles and Milwaukee. In 2009, ZMC and affiliates of Palladium Equity Partners, LLC, along with Veronis Suhler Stevenson, invested in Cannella Response Television and will continue to hold their investments in the combined entity.

About Media Properties Holdings: Media Properties Holdings ( manages and owns an array of media companies that provide automated and programmatic buying, lead generation and pay-for-performance advertising. Media Properties Holdings was founded in 1992 and its former investors included private equity firms The Carlyle Group and H.I.G. Growth Partners. Media Properties Holdings’ companies provide advertising solutions across a variety of consumer sectors including consumer packaged goods, retail, health care, fitness, financial services and automotive. 

What people say about us

  • We work with several teams at Cannella and each and every team member is experienced and knowledgeable. They turn around proposals on tight timelines and are dedicated to helping their clients succeed. The Cannella teams are a pleasure to work with, and we can always count on them to help us launch successful media campaigns!


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  • Over the course of my career, CRT continues to be a pillar within the advertising community. CRT remains at the forefront of forward thinking, as they always seem to have their eye on what might be next in our ever-changing, fast paced industry. CRT will always be valued partners of ours but more importantly, consider it a privilege having the opportunity to work with each of them on a daily basis.


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    Account Executive, Direct Response, Turner Entertainment & Sports

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    David Jacobs


    Director of Media Buying, Time Life / Direct Holdings Global

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    Owner, Original Grain

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    Sales Manager at CBS Television Station Group 

  • For over 5 years we have had the privilege of having Cannella as our media partner.  From day one they treated our business like it was their own.  Not only are they incredibly good at what they do, they are creative thinkers, smart analysts and truly great people to work with.  This combination has single-handedly driven the success of many of our campaigns.  They are a truly valuable partner and we are fortunate to have them as part of our team.


    Lindsay Hendricks


    Sr. Media Manager, Positec Tool Corporation

  • The Cannella team is fully dedicated to the success of their clients. Whether we're running heavy budgets or nothing at all, we always get the same level of outstanding analysis and support.


    Jake Malanoski


    Director of Customer Acquisition, Green Chef

  • The Cannella Response Team is always there when we need them.  They are always willing to break things down in ways that we will understand it and never hedge to do more analytics when we think of a new way of looking at something.  They have been great to work with. 


    Steve Proetz


    General Manager, CarShield

  • Cannella is our most trusted partner when it comes to our media campaigns. We know that they’ll execute flawlessly, even on tight timelines, and do whatever is needed to make it happen. Everyone from their account to traffic teams has their focus our success. In addition to their stellar performance, it’s this type of partnership that we’ve come to rely on over the years.


    Anjali Mirchandani 


    Tristar Products

  • Cannella has been extremely helpful for us to launch our first campaign in U.S market. Their experience and knowledge definitely accelerated our success.  


    Hironori Sobata


    Privee Solomon

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