CNN Launches Site, Targets Direct Response

  • January 18, 2006
CNN is launching a Web site aimed at attracting a larger piece of the $6 billion direct response advertising pie. Targeting advertisers and agencies, the Web feature multimedia presentations, ratings and demo info, ad samples, and a newswire for the DR world. The site is strictly informational, and looking to plug CNN as a DR outlet, with no opportunities for transactions.

DR ads--with their "call to action" message usually accompanied by a toll-free number--run mostly in the daytime and overnight time periods. TNS Media Intelligence figures provided by CNN show the overall direct response market was on pace to generate some $6 billion in 2005--up 20 percent over the year before. For CNN and sister network Headline News, DR ads account for about 20 percent of ad revenue--$120 million, based on 2004 TNS figures. (The CNN Airport Network also carries DR spots, bringing in additional dollars.)

CNN says its direct response division has experienced a 42 percent revenue jump from 2001 to 2004. And key categories such as financial services and pharmaceuticals were up last year by 25 percent and 20 percent, respectively.

--David Goetzl



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