First of all, remember this: your media buyer must be a bulldog! Now, the direct response television marketplace is pretty complicated and requires some tough negotiation, media buying power, and lots of nationwide and syndicated media placement experience.
Let’s start with short form media buying basics. Like broadcast media, nationwide cable media is sold to general advertisers for branding purposes on a CPM or ratings basis. We buy DRTV media strictly based on response and cost per order or cost per acquistion, if you will. The lower the rate, the lower the CPO! The stations want the highest rate they can get for their unsold, remnant, preemtible media and airtime. Thus, your media buyer must be a bulldog!