Research Studies

Helping you determine your campaign’s potential for success using toll-free vanity 800 numbers

800response not only gives you everything you need to make vanity 800 numbers work as a direct response tool, we also conduct and compile research studies on the effectiveness of toll-free numbers. The information here is designed to help you set goals, design campaigns and determine the best way to incorporate toll-free numbers into your direct response advertising.

Key findings from each study are outlined in the Statistical Highlights Overview and are arranged by media type (i.e. radio, television, outdoor).

A synopsis of each study is given below. To read a full report, click on the title of the study.

For ease of viewing online, the studies have been divided into separate sections. For a complete bound copy of any of the following, please contact us at 1-800-NEW-SALES.

NEW:  Consumer Recall Rates of Phone Numbers in Advertising

Toll-Free Numbers in Television Commercials
FORTUNE 500SM Companies - Use of Toll-Free Numbers on the Internet
Use of Toll-Free Numbers in Radio Advertising
Use of Toll-Free Numbers in Magazine Advertising
Use of Toll-Free Numbers in Billboard Advertising

Research Topic: Toll-Free Numbers in Television Commercials

Study 1: 2005 Use of Toll-Free Numbers as Direct Response Mechanism in Television Advertising

The results of this study show 35% of commercials display a phone number as the response mechanism, with 82% being toll-free. Additionally, 74% use the toll-free 800 prefix (as opposed to 866, 877 or 888), and 61% being 800 vanity numbers.

Study 2: Use of Toll-Free Numbers in Super Bowl XXXV Commercials

This study focused on the use of direct response in television commercials aired during Super Bowl XXXV, and shows that 100% of the toll-free numbers used were vanity numbers, with 85% of those numbers beginning with the 800 prefix (as opposed to toll-free 888, 877 or 866). Overall, 20% of advertisements shown during Super Bowl XXXV used toll-free numbers.

Study 3: Use of Toll-Free Numbers as a Direct Response Vehicle in Super Bowl XXXIV Commercials

This study focused on the commercials that aired during the 2000 Super Bowl and showed that 16% of commercials used toll-free numbers as a response mechanism. Ninety-one percent of those used were toll-free 800 numbers (as opposed to toll-free 888, 877 or 866), and 100% were 800 vanity numbers.

Study 4: General Use of Toll-Free Numbers as Direct Response Vehicles in Television Advertising

The results of this study show 24% of commercials viewed use toll-free numbers as response mechanisms, with 91% being toll-free 800 numbers (as opposed to toll-free 888, 877 or 866), and 57% being 800 vanity numbers.

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Research Topic: FORTUNE 500SM Companies

Study 1: Use of Toll-Free Numbers on the Internet

The results of this study, focusing on the use of toll-free numbers by companies on the FORTUNE 500SM list, show 86% of these companies use a toll-free number, and 80% of them use a number with the 800 prefix. 50% of these companies with toll-free numbers used a vanity number (numbers that translate into a word for easy recall), with the 800 prefix (as opposed to toll-free 888, 877 or 866) being used 80% of the time.

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Research Topic: Use of Toll-Free Numbers in Radio Advertising

Study 1: Toll-Free Numbers in Radio Advertising

The results of this study show that radio advertisements featuring a vanity 800 number yield fifty-eight percent (58%) more phone calls than radio advertisements that mention a numeric toll-free number.

Study 2: Direct Response in Radio Advertising

The results of this study show 29% of advertisements use toll-free numbers as response mechanisms, with 66% being toll-free 800 numbers (as opposed to toll-free 888, 877 or 866), and 72% being vanity 800 numbers.

Study 3: Telephone Number Recall in Radio Advertising

This study quantified how consumers retain toll-free numbers used in radio advertisements. The findings show that after only one exposure to a radio spot, 58% of subjects could recall a vanity 800 number, which compares very favorably with “hybrid” numbers – which were recalled correctly by 44% of subjects. The study also examines toll-free numerics, which were recalled correctly by only 8% of respondents.

Study 4: Toll-Free Vanity Numbers in Radio Advertising

This study shows toll-free vanity numbers yield 14 times more phone calls than toll-free numerics.

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Research Topic: Use of Toll-Free Numbers in Magazine Advertising

Study 1: Use of Toll-Free Numbers in Consumer Magazines

This study focused on the use of toll-free numbers in consumer magazines. Results show 58% of advertisements using toll-free numbers as response mechanisms, with 82% being 800 numbers (as opposed to toll-free 888, 877 or 866).

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Research Topic: Use of Toll-Free Numbers in Billboard Advertising

Study 1: Toll-Free Numbers as Direct Response Mechanisms in Billboard Advertising

This study examined vanity toll-free numbers as a response device in billboard advertising in two markets. The study data reveals that almost 30% of the surveyed billboard advertising included a telephone number. Toll-free numbers made up the largest percentage – approximately 71% – of the telephone numbers included in the advertisements. Vanity numbers predominated, making up 76% of the total toll-free numbers.

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