How to Beat the Summer Slump in DRTV: Strategies That Work
It’s a familiar story in direct response TV (DRTV): summer rolls around, and response rates cool off. Viewers spend more time outdoors, take vacations, and generally watch less linear TV. But that doesn’t mean your DRTV campaign has to suffer. With the right strategies, you can stay in the game, and even gain ground while others sit back.
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Rethink Your Audience Habits
Summer changes viewing patterns, but it doesn’t erase them. Instead of assuming TV isn’t working, look closer at when and where your audience is watching. Early morning and late-night dayparts often perform better in summer when midday viewership drops.
For example, retirees, shift workers, or parents home with kids often stick to consistent viewing schedules year-round. Stay flexible with media placements. What worked in March may not work in July, and that’s okay if you adjust.
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Seasonal Messaging Makes a Difference
You don’t need a total creative overhaul, but small tweaks can pay off. Seasonally relevant messaging helps your product feel timely and connected to the viewer’s current mindset.
Take a sneaker brand, for example. A spot that leans into “summer adventures,” “all-day comfort for travel,” or “perfect for weekend getaways” may resonate more than a generic, year-round message. Even adding a “Summer Offer” or limited-time incentive can help prompt action.
Consumers may be in a lighter, more spontaneous mood, meet them there with messaging that feels fresh, fun, and timely.
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Look for Value, Not Just Discounts
Yes, ad rates often soften in summer. But chasing the cheapest spots can backfire if those placements aren’t reaching your buyers. Focus on undervalued inventory with a proven audience fit, not just bargain rates.
Work with your media partners to identify which stations and time slots are delivering real value. Some networks may offer added-value placements or bonus spots during slower periods, take advantage, but don’t compromise on quality.
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Test Smart, While Competition is Light
Many advertisers pull back in the summer, creating opportunities for brands willing to stay active. This can be the perfect time to test:
- New networks
- Different formats (short-form vs. long-form, longer or shorter lengths)
- Alternate offers or price points
- Unique call-to-action approaches
With lighter competition, your message may stand out more, giving you cleaner data on what works before fall and holiday ad clutter returns.
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Adjust Gradually, Stay Consistent
It’s tempting to hit pause when results dip. But often, slow periods are when consistent presence matters most. Instead of big cuts, make incremental adjustments based on weekly performance data. Shift time slots, test creative tweaks, or renegotiate buys, but stay in market and maintain a presence.
Sudden stops can hurt momentum and make it harder to bounce back when viewership picks up again. Think of summer as a maintenance season: keep the engine running, even if you’re not flooring it.
Final Thought:
The summer slump in DRTV is real, but it’s manageable. By staying close to your audience, tweaking creative for the season, making smart buys, and using the time to test, you can avoid major dips and set yourself up for stronger performance year-round.
In short: Don’t go dark. Adjust, adapt, and stay active. The brands that push through summer are often the ones best positioned when the market heats back up.
This is the kind of approach we keep top of mind at Modus Direct, staying flexible, thoughtful, and always looking ahead for our clients.
