Infomercial

An infomercial is a program-length television commercial designed to get around some problems inherent in the regular television advertising model. Among these problems is a viewer's understanding that an ad is just that. As such, viewers can resist and even reject ad content if it is seen as shallow, lacking substance, and merely a self-serving message glibly or cleverly delivered to influence, but not inform. Countering such resistance, infomercials subvert the traditional advertising model in several ways. Infomercials tend to mimic the production values (sets, lighting, and style of delivery used by the talent) of television news shows. Sometimes, an infomercial has name talent (such as Billy Dee Williams and Debbie Boone, for various Time Life music collection infomercials). Infomercials also use an increased runtime (length of the advertisement), typically 30 or 60 minutes. Some of the talent is associated with the product, a technique [Page 449]typical of the myriad fitness and health infomercials found on television and the Web. Some may even argue that programming on the Food Network is nothing but infomercials.

In 1984, the Federal Communications Commission removed restrictions on the number of advertising minutes per hour allowed on broadcast television, which paved the way for the birth of the infomercial. Deregulation of cable television gave the infomercial additional room to grow rapidly. According to Response magazine, long-form media billing for 2011 was just over $1 billion. On average, media billing represents 40% of generated sales, putting the generated sales figure for 2011 over $2.2 billion.

In addition to their longer format, infomercials, which are also referred to as direct response television (DRTV), offer the opportunity for a soft-sell approach. Combined with a long runtime and usage of a news program format, infomercials allow a more immersive experience. This reduces channel switching, and less reliance on additional viewings for message reinforcement.

Infomercials work well with mature (older) audiences that are often less tolerant with a high-pressure pitch. Because of their format, infomercials permit a more indirect approach, which can include numerous demonstrations of the product and its benefits.

The Federal Trade Commission recognized the power of infomercials. They have disclaimer requirements, along with specifications on the use of celebrities to endorse products.

In contrast to regular commercials, infomercials use production elements and a more subtle production technique. Background (environmental) information can become more useful. What the actors are saying is important, but what the actors are surrounded by is equally important. Music is often used extensively to set mood or serve as repeated punctuation for other audiovisual information. Set decor is more extensive and integral to the message.

Stations that run infomercials benefit in two ways. Stations that don't generate their own content have to buy it; and infomercials are a handy way for stations to fill broadcast time between 1:00 and 6:00 in the morning, when viewership (and advertising rates) are low. Infomercials allow stations to both save money by not having to purchase content and make money by selling a time slot for the infomercial to run.