Infomercial Programming and Direct Response TV

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Infomercials programming is a form of paid programming and direct response TV. In some cases, direct response television is shortened to DRTV. Infomercials are direct response television, which simply means that within the commercial there is a method of immediate contact. In most cases it is an 800 phone number or a website URL; however a physical address may also be used.

There are two basic types of infomercial programming and this includes long form and short form. Long form infomercials are any paid programming that lasts more than two minutes. On the other hand, short form direct response TV or short form infomercials are less than two minutes in length. In the early days infomercials were frequently referred to as short form or long form, however the term "infomercial" really caught on and now that's what is used to describe this type of commercial.

Long form infomercials are typically 28 minutes and 30 seconds in length. In cases where the product requires significant demonstration and explanation the long form is certainly recommended. Of course, long form infomercials are generally used for more expensive products, too, that can justify the added expensive of the long form infomercial. Advertisers are able to choose other fragments of paid programming time for their infomercial ranging from two minutes to 30 minutes in length. In general, the most common length of time for these types of infomercials is just 5 minutes.

Management of infomercial/direct response television campaigns are generally handled by agencies well versed in a particular niche of marketing. In most cases these agencies are full service and can offer services include creative, strategy, production, infomercial campaign, and others.

Interestingly enough, infomercials are paid programming and the airtime is actually a discounted rate. There are some rules, however, for a commercial to qualify as an infomercial. Basically, the way this is done is to ensure that the commercial offers a direct form of contact. In most cases this is by including an 800 phone number, website URL, email address, or physical address. Despite this being a requirement for infomercials today not as many consumers make the purchase through the television ad as they do at a retail store after seeing the infomercial.

Infomercials are direct response television and whether an infomercial is long form or short form depends on the product, the budget, and other considerations.

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About the Author

One of the largest media buying agencies for any infomercial and DRTV spot is A. Eicoff & Co. of Chicago

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