Call it casual if you like: As more conversations between buyers and sellers of TV commercials begin to revolve around the Holy Grail of the direct consumer business (DTC), brands like the Dollar Shave Club are moving aggressively toward TV commercials. According to the Video Advertising Bureau, DTC brands added $ 1.4 billion to the TV advertising pie last year. In 2018, seventy DTC companies showed ads on TV for the first time. In fact, according to Brian Catterson, vice president of ad sales at A + E Networks, it is no coincidence that priority digital brands and the DTC award entered the world of television advertising at the same time. In fact, the DTC brands and their dollar have been one of the biggest influences on the ever-changing television advertising landscape. “They watch TV in a whole new way,” says Catterson. In other words: less demonstrable guarantees against limited age groups and much more focus on business results related to your average investment.