Viewers are more inclined to respond during the morning, and ads shown between 9.30 am and midday get twice as many calls as any other time of the schedule. I have three theories about this. I was very pleased that Eicoff's research confirmed that two of them at any rate appear correct. You're up against the dull efforts of the local department store. And, often, old rerun shows.
People are happy to stop watching a programme and start buying a product.
Many people listening to radio or watching at two in the morning may have little else to do with their time save reply to your offer. But on TV, production costs are staggering if you are not careful. There is, hardly surprisingly, constant complaint in the UK and the USA about the astonishing costs of producing television commercials. I am not surprised. This was brought home to me when in 1987 I had to make a training video for our own agency.