Direct-response ads hit network prime time

01/26/2009 | NYTimes.com

Increasingly, inexpensive direct-response ads or infomercials are showing up in network prime-time ad pods. Draftfcb chief media officer Richard Gagnon said, "Usually, network television isn't a place to go because the efficiencies are cost prohibitive for direct-response advertisers to go there." Representatives for CBS and Fox News said that direct-response ads are showing up in prime time in part because strong ratings meant that ad slots reserved for make-goods were unexpectedly available.

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