Infomercial

An infomercial refers to a form of a television advertisement that functions as a stand-alone program or is aired on a station specifically dedicated to it. Thus, it is usually longer than a normal advertisement, but its purpose remains the same. Nevertheless, it is more interactive and engaging.

Infomercials, also known as telemarketing, provide detailed information about a product without any breaks or intervals in the program. They also entertain live on-show communication where prospects and customers can contact the hosts. Further, customers can avail of discounts and offers when purchased via an infomercial.

• An infomercial can be referred to as a type of advertisement aired on television, typically long, spanning at least 15 minutes.
• Also referred to as direct response television (DRTV) advertising, it was extremely prominent in the 1980s and remained so during the first decade of the 21st century. But now, its popularity has almost waned.
• Infomercial script includes an introduction to a product, a live demonstration of its functionality, a description of its features, testimonials of past customers, real-time communication with customers or prospects, and limited-time offers.

Infomercial videos are typically 15 minutes to 1 hour long advertisements. Sometimes they can be longer than that. The infomercial script consists of a host or an actor explaining the product's features, demonstrating it's working, emphasizing why it is better than competitors' offerings, and reading or showing customer testimonials. Since they are live telecasts, prospects with doubts about the product or prior customers can contact a toll-free number and communicate with the host.

This call-to-action (CTA) strategy sets infomercials apart from other forms of advertisement. Customers watching the show and expressing their consent to buy it through the show are encouraged through various offers and discounts. These advertisements often showcase innovative products like a mop, which works like a broom or a multipurpose pen.

Some infomercial videos often show the number of orders placed every minute to motivate other viewers to be a part of the customer base. However, these advertisements do not maintain the enthusiasm they once had. With e-commerce and online shopping, customers wish to avoid watching an hour-long video to order a product. E-commerce sites provide better offers than shows. Also, customers can simply search the internet or watch a video to understand how to use a product.

Decades ago, there used to be nothing good on the television from midnight to early morning. In the 1980s, the Federal Communications Commission loosened restrictions limiting commercial content on television. Also, demotivated by the fewer viewers and decreased demand for airtime, television networks and channels sold off the time to infomercials to make as much money as possible. Brands were happy to enjoy more time for lesser cost in this 'post late fringe' or the 'graveyard slot.'

However, let's not forget that these advertisements are not limited to television. Newspaper infomercials were common in the last century. A dedicated column carries broad information about a particular product and provides a discount for the top 'n' number of customers.

Nevertheless, since its proliferation, it has been subject to heavy criticism due to the over-exaggeration of the infomercial products' functionality. Especially, supplements for products like weight loss or height gain didn't show any results; and people didn't use the products they bought after some time. One appropriate example is exercise equipment.

Let us look at the characteristics of infomercials:

• Also called (Direct Response Television) DRTV shows, they are usually stand-alone programs. Some channels exclusively broadcast telemarketing shows.
• It appears during off-peak hours, mostly from midnight to early morning.
• This reduces the cost of advertising for businesses and also helps TV stations earn additional revenue during off-peak time.
• The shows are at least 15 minutes to a couple of hours long.
• It is generally less expensive than commercials.
• It does not have intervals or commercial breaks, as it is an advertisement itself.
• It follows a call-to-action strategy and is more engaging.
• Often associated with the exaggeration of infomercial products' functionality.

Let's discuss a few examples to have some clarity on the concept.

Example #1

Suppose Info-adz is a DRTV marketer who telecasts infomercials from different companies. They bought the airtime of channel X from 12 midnight to 1 a.m., where they air two 30-minute shows. The hosts sign contracts with Info-adz, the company that supplies the host. The value of the host depends on their fame. Any firms who wish to advertise during the time in channel X and want a particular host to present their product can contact Info-adz.

Example #2

ShopEX, an African TV shopping platform, has planned to revolutionize the shopping experience in West Africa by introducing Nigeria's first infomercial. Each show has aired for 15 minutes since September 2022. Some of the company's bestsellers, Copper Chef and Power XL Airfryer, will be showcased initially by celebrities Mercy Johnson, Chef Tola, and Chef Dee.

Although global interest in teleshopping has declined, Nigeria's increasing television viewership is increasing. ShopEX aims to reach 4 million people daily through these 15-minute shows and expand to 20 million. 

Though the purpose of these two formats is the same, the methodology differs. Let's distinguish between them in brief.

This has been a guide to Infomercial and its meaning. We explain the topic in detail, including its examples, comparison with commercials, and features. You can learn more about it from the following articles –

• Hard Sell
• E-Business
• Guerilla Marketing