Consumers still spend half of their media time with TV which is amazing considering all the headlines touting TV’s decline. People still spend over 4 hours per day watching traditional TV. It’s a hugely popular media, very high quality environment in which to advertise and its relatively inexpensive for the broad reach it provides. Whereas online media has fantastic targeting capabilities, TV has fantastic reach capabilities and fills the top of the marketing funnel in an efficient and effective way.

So how do direct response and performance advertisers utilize TV without breaking the bank because it can be a very expensive media? They use direct response TV.