Research shows that £99m a year spent on DRTV is wasted on unmanned calls.
Richenda Wilson explains why this occurs.

Response must be monitored against the media schedule said Don Iszatt of Direct Marketing Solutions.
The telemarketing agencies have a lot of information about campaigns that are not being used effectively, says Iszatt.
For 0800, 0345, or 0990 numbers, BT can provide an “ineffectives” report, which monitors how many calls have been lost
across different times of the day, days of the week and geographic regions. It is then up to the bureaux to pass this
information on to the media buyers. The plan can then be re-evaluated and spots moved to the most effective segments.

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