Direct Response in Television Commercials: Super Bowl XXXIV

Findings

16% of Super Bowl Commercials Use Toll-free Numbers

Sixteen percent of television commercials aired during the Super Bowl use a toll-free number as a response mechanism.

800 is Preferred to 888 and 877

The 800 prefix is still the favorite (91%) by far. Nine percent of toll-free numbers in commercials use the 888 prefix and none use the 877 prefix.

Vanity Numbers are Still the Favorite

Of the toll-free numbers used, vanity numbers are the favorite for all prefixes (100%).

Online Computer Retailers, Non-profits, Banking, and Automotive Industries are the Most Frequent Users of Toll-free Numbers

By industry, there are some leaders in using toll-free numbers as response mechanisms. 100% of Online Computer Retailer commercials use them, as do 50% of Non-profit, 40% of Banking, and 30% of Automotive commercials.

Majority Display Number Prominently

Sixty-four percent of commercials display the toll-free number prominently.

63% of Super Bowl Commercials Use Internet Addresses

Sixty-three percent of television commercials aired during the Super Bowl use an Internet address as a response mechanism.

Online Companies, Telecommunications, Alcohol, and Entertainment Industries are the Most Frequent Users of Internet Addresses

By industry, there are some leaders in using Internet addresses as response mechanisms. 100% of both online company and telecommunications commercials use them, as do 89% of Alcohol and 75% of Entertainment commercials.

Minority Display Internet Address Prominently

Forty-five percent of commercials display the Internet address prominently.

One Quarter Use Voice-over of Internet Address

Twenty-five percent emphasize the Internet address with a voice-over by an announcer.

Many Commercials are Using Toll-free Numbers and Internet Addresses

Thirty-six percent of the commercials with toll-free numbers also feature an Internet address. Nine percent of the commercials with an Internet address also contain a toll-free number.

Majority Using Direct Response

Overall, 73% of commercials have either a toll-free number or an Internet address, or both.

Online Computer Retailer Industry — s100% of Commercials Use Toll-free Numbers

One hundred percent of Online Computer Retailer commercials use a toll-free number as a response mechanism.

Online Computer Retailer Industry Prefers 800 to 888 and 877

The 800 prefix is the preferred prefix in Online Computer Retailer commercials (100%).

Online Computer Retailer Industry — 100% of Commercials Use Internet Addresses

One hundred percent of Online Computer Retailer commercials use an Internet address as a response mechanism.

Non-profit Industry — 50% of Commercials Use Toll-free Numbers

Fifty percent of Non-profit commercials use a toll-free number as a response mechanism.

Non-profit Industry Prefers 800 to 888 and 877

The 800 prefix is the preferred prefix in Non-profit commercials (100%).

Non-profit Industry — No Commercials Use Internet Addresses

No Non-profit commercials contain an Internet address.

Banking Industry — 40% of Commercials Use Toll-free Numbers

Forty percent of Banking commercials use a toll-free number as a response mechanism.

Banking Industry Prefers 800 to 888 and 877

The 800 prefix is the preferred prefix in Banking commercials (100%).

Banking Industry — 10% of Commercials Use Internet Addresses

Ten percent of Banking commercials contain an Internet address.

Automotive Industry — 30% of Commercials Use Toll-free Numbers

Thirty percent of Automotive commercials use a toll-free number as a response mechanism.

Automotive Industry Prefers 800 to 888 and 877

The 800 prefix is the preferred prefix in Automotive commercials (90%).

Automotive Industry — 60% of Commercials Use Internet Addresses

Sixty percent of Automotive commercials contain an Internet address.

Published February 1, 2000
Copyright © 2000, 800 Response. All rights reserved.

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