DRTV Campaign analysis using spot matching, by Simon Foster of Teqtonic

If you are running a DRTV campaign it's important to measure and analyse campaign performance in detail. Information gleaned from DRTV campaign analysis can inform subsequent DRTV campaign planning and performance. The main thrust of analysis work in DRTV is to measure the variables that can be realistically controlled in media planning and buying. Typically, these are the following criteria:

1. Day of Week
2. Time of Day
3. Channel
4. Programme type
5. Time length of ad
6. Position in break
7. Position in programme
8. Diminishing returns (audience size)

How does DRTV Spot Matching work?

The established way to undertake these analyses is to use a technique called "spot matching". In simple terms, spot matching involves matching two files with each other. The first file is the DRTV spot schedule which contains spot transmission times, programme, channels, audience size and timelength. The second file is the response file which contains information about inbound response, the time of calls, and often the outcome of those calls e.g. whether it resulted in an action with value (i.e. became a qualified lead) or the call failed (i.e. caller not interested, hoax, timewaster etc).

How are the response files matched and reported?

The files are matched using a response curve. It is generally accepted, from numerous research studies, that around 75% of DRTV calls occur within 15 minutes of spot transmission, and around 50-60%% occur within around 7-8 minutes. By overlaying the response curve across every spot, it is possible to allocate calls to spots throughout the whole DRTV transmission schedule. When call volumes have been "attached" to each spot transmission, it is then possible to establish the call response rates for each spot. This then enables reporting by time of day, day of week, channel, timelength etc.

Establishing Financial ROI

By multiplying spot audience volumes by the cost per thousand (CPT) rate at which the DRTV audience was bought, we can establish the cost of each spot. Because we know the call volumes attached to each spot we are able to report cost per call by spot. If the advertiser has a notional value that they can attach to a call with a positive outcome then it is possible to establish ROI based on the cost of call from each channel, time band, day of week, programme genre etc in order to report a ROI based on prospect value.