DRTV – Not hindered by new media

With the advent of new media vehicles like the internet, mobile phones, iPods, etc, many people cast a doubt over the reach of traditional media outlets like television, and in turn, advertising media like DRTV. It may be argued that so many new options of entertainment might dilute the impact that television had in the earlier days when it was almost a monopoly, even in spite of radio and print. With consumer attention getting divided in so many new directions, it logically follows that television, and along with it, DRTV might be losing more and more of its viewers.

The good news is that statistics show otherwise. Not only has television held on to its customer base, but the number of people watching television is actually increasing. A Nielsen Media research reports released in 2006 shows that the total viewing time of an average household has increased by 3 minutes as compared to 2005 and that the amount of time watched by an individual has also increased by 3 minutes per day. This obviously means that television advertising and in turn DRTV continues to reach out to more and more people, making it a sustainable profitable vehicle for advertisers.