Patrick Drazen states that "Sailor Moon" has two kinds of villains, the "monster of the day" and the "thinking, feeling humans." Although this is common in anime and manga, it is "almost unheard of in the West." Despite the series' apparent popularity among Western anime fandom, the dubbed version of the series received poor ratings in the United States when it was initially broadcast in syndication and did not do well in DVD sales in the United Kingdom. Anne Allison attributes the lack of popularity in the United States primarily to poor marketing (in the United States, the series was initially broadcast at times which did not suit the target audience – weekdays at 9:00 a. m. and 2:00 pm). Executives connected with "Sailor Moon" suggest that poor localization played a role. British authors Helen McCarthy and Jonathan Clements go further, calling the dub "indifferent" and suggesting that "Sailor Moon" was put in "dead" timeslots due to local interests. British distributor MVM Films attributed the low sales to the United Kingdom release being of the dub only, and that major retailers refused to support the show leading to the DVD release appealing to neither children nor older anime fans.