The DRTV was found to be 50% more effective than the UK average and in the top 5% of ads in this sector for persuasion. It drove an increase of click-through to the website of over 40% and a conversion rate of 20%. It also had the effect of a reduction in CPC from £1.39 to £1.31. The DM had an impressive 28% conversion rate while there were 17,000 visits to the microsite where people could upload their films. Real results for a campaign that gave real people access to something only the wealthy had access to before.