Resources

Long-Form DRTV: Purchaser Attitudes & Behaviors

The infomercial industry has evolved over the past 30 years and this study sought to identify gaps that may exist between the perceptions derived from the past and the reality of today. In addition, there is little research available about infomercial marketing, and the study provides more insight into this niche sales and advertising channel. Cannella Response Television, Script to Screen and M2 Marketing and Management commissioned this independent study to learn more.

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Trade Associations

​​Direct Response Marketing Alliance (DRMA)
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​​The DRMA is an alliance of professional marketers that facilitates business opportunities through networking, education, branding and exposure. The DRMA is dedicated to providing access to the direct response industry’s most valuable information and exclusive events to enhance business.

​​Electronic Retailing Association (ERA)
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​​Representing a more-than $300-billion market, the Electronic Retailing Association (ERA) is the only trade association that represents the global leaders of the direct-to-consumer marketplace—companies which use the power of direct response to sell goods and services on television, online and on radio.

Magazines

  • Electronic Retailer
  • Response Magazine

Monitoring and Ranking Services

​​Infomercial Monitoring Service (IMS)
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Infomercial Monitoring Service provides subscribers with statistical data in an easy-to-read format that details infomercial and spot activity on national cable and satellite television. IMS records and monitors more than 49 networks, 24 hours a day, 7 days a week, which reach all 50 states.

​​JW Greensheet
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An independent clearinghouse for up-to-date information on Direct Response Television, including infomercials, short-form direct response television commercials, the websites for these products, and the companies involved in their production and distribution.

DRTV Dictionary

Airtime

​The periods of time that a network or broadcast station will make available for infomercials.

ROI (return on investment)

​A measure of a corporation's profitability, equal to a fiscal year's income divided by common stock and preferred stock equity plus long-term debt. ROI measures how effectively the firm uses its capital to generate profit; the higher the ROI, the better.

Media Sourcing

Used for determining what phone calls/orders are generated by specific media buys, and is determined by matching airdate of the spot to: the time the phone calls were received, 800#, and zip code of the caller.​

Full Glossary
* Source: Electronic Retailing Association

What people say about us

  • If I had to fashion an agency from the ground up, it would look just like Cannella Response Television. The professionalism and personality of the agency truly trickles down from the top echelons and branches out to every facet of the company. They buy tough, work hard, and have fun doing it. Any direct response company in need of a successful media campaign, should look no further than Cannella. In a land of excitement, Cannella is our Superman. We are extremely proud of our partnership with them!

    - Shane Marquette, Account Executive, ABC National Television Sales​

  • “We’ve always heard so much about Cannella’s PI but had no idea how strongly they could perform right out of the gate with our paid media until we saw it for ourselves.”

    - Rhonda Tate, ​VP of Direct Response at Positec Tool Corp

  • “I can always count on the team at Cannella. The long-form knowledge and experience they’ve built up over the years is invaluable to our success.”

    - Christine Adams, Senior Media Director at Gaiam

  • Cannella Response Television has a well-established and long term presence in the top tier of long form agencies that we deal with on a daily basis. Whether working with their management, buying teams, or accounting/support staff, we are extremely confident that we’ll receive efficient, accurate, and honest communication.

    - Chris King, ​Sales Manager, FOX Station Sales

  • Of all the agencies I deal with, I have never had a better experience than I’ve had working with Cannella Response Television. They set the bar for what a direct response agency is supposed to be. There is always someone to assist me - no matter what. Their media buyers possess a unique ability to be both aggressive in pursuing media time, but also smart in making sure that time works for their clients. Ultimately whenever I have a piece of business, CRT is who I go to first.

    - Matt Eisenberg, ​Account Executive - Long Form, CBS National Sales

  • Cannella is dedicated to being a leader in the industry. I find their broadcast buying team to be experienced, professional, and most importantly a pleasure to work with. They are a valued longtime client with a track record of honest business ethics not always found in the long form industry.

    - Brad Day, ​Director Paid Programming, Cox Reps

  • Communication with CRT is something I look forward to; they force us to work hard and negotiate strong. The CRT team is comprised of consummate professionals; their staff is reliable in dotting all their “i’s” and crossing all their “t’s”. And above all, CRT understands the value of relationships with their vendors; it is relationships that puts CRT at the top of our list.

    - JoAnn Levey, ​​Senior Vice President, Network Long Form Sales, ION Media Networks

  • “When we work with Cannella we know our product is in great hands. They know the DR media business inside and out.”

    - Keith Mirchandani, President & CEO at Tristar Products, Inc

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