Prime-time DRTV

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Interesting story in the NYT about how DRTV spots are finding their way into prime time, both on the local big 3 networks and on cable, as major advertisers drop out at the last minute. Obviously, this incredibly cost-effective for DRTV marketers -- one source calls it "getting beachfront property at trailer park prices" -- I wonder if it is having a positive effect on their bottom lines
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