Infomercial

An infomercial is a program-length television commercial designed to get around some problems inherent in the regular television advertising model. 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 Ricardo Montalban, hired for the Nativity Cross infomercial). Infomercials also use an increased runtime (length of the advertisement), typically 30 or 60 minutes.

The year 2004 marks the 20th anniversary of the Federal Communications Commission's removal of restrictions on the number of advertising minutes [Page 417]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 2003 totaled US$910,038,403. On average, media billing represents 40 percent of generated sales, making the generated sales figure for 2003 US$2,275,096,008.

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 news program stylings, infomercials make for a more immersive experience. This cuts down on channel switching, and there is less reliance on additional viewings for message reinforcement.

Infomercials work well with mature (older) audiences, which are often less tolerant of a highpressure pitch. Infomercials allow for a much more indirect approach, which can include numerous demonstrations of the product and its benefits.

The power of infomercials has been recognized by the Federal Trade Commission. 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 techniques that are more subtle and are traditionally given secondary consideration. Background (environmental) information can become more useful. What the actors are saying is important, but what the actors are surrounded by can become equally important. Music can be used extensively to set mood or serve as repeated punctuation for other audiovisual information. Set decor can become 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. Stations save money by not having to purchase content and make money by selling the time slot for the infomercial to run.