*Judge Wapner Shows DRTV Appeal; Singer Plans National Rollout
Judge Joseph A. Wapner, the former "People's Court" star who returned to TV in "Judge Wapner's Animal Court" in September, demonstrated his appeal as a DRTV pitchman in a successful media test for Singer Asset Finance Co. Llc., Boca Raton, FL.The company said its DRTV test was so successful on national cable and in select markets that it will roll out nationally in the first quarter of next year.
Singer is a subsidiary of Enhance Financial Services Group Inc., specializes in providing lump-sum payouts of cash to individuals entitled to deferred payments from structured settlements, lotteries and other annuities. The company has purchased about $1 billion in such deferred payment vehicles.
Singer said it entered into a new agreement with Wapner, retaining him to appear in a national ad campaign estimated to cost $2 million. The company reported that its DRTV response rate was 30 percent higher than the response rate in other media. It will begin running a print campaign this month, followed by a DR radio campaign in January.
Inter/Media Advertising, a DRTV agency in Encino, CA, developed the spots for Singer.
