An infomercial is a form of television advertisement that resembles regular TV programming yet is intended to promote or sell a product, service or idea. It generally includes a toll-free telephone number or website. Most often used as a form of direct response television (DRTV), they are often program‑length commercials (long-form infomercials), and are typically 28:30 or 58:30 minutes in length. Infomercials are also known as "paid programming" (or "teleshopping" in Europe). This phenomenon started in the United States, where infomercials were typically shown overnight and early morning (usually 1:00 a.m. to 9:00 a.m.), outside peak prime time for commercial broadcasters. Some television stations chose to air infomercials as an alternative to the former practice of signing off, while other channels air infomercials 24 hours a day. Some stations also choose to air infomercials during the daytime, mostly on weekends, to fill in for unscheduled network or syndicated programming. By 2009, most infomercial spending in the United States occurred outside the traditional overnight. Stations in most countries around the world have instituted similar media structures. The infomercial industry is worth over $200 billion. Washington, D.C.–based National Infomercial Marketing Association was formed in late 1990; by 1993, "it had more than 200" members committed to standards "with teeth". While the term "infomercial" was originally applied only to television advertising, it is now sometimes used to refer to any presentation (often on video) which presents a significant amount of information in an actual, or perceived, attempt to promote a point of view. When used this way, the term may be meant to carry an implication that the party making the communication or political speech is exaggerating truths or hiding important facts. The New York Times cited a professional in the field as saying that "infomercial companies tend to do well during recessions."
Format The word "infomercial" is a portmanteau of the words "information" and "commercial". As in any other form of advertisement, the content is a commercial message designed to represent the viewpoints and to serve the interest of the sponsor. Infomercials are often made to closely resemble standard television programs. Some imitate talk shows and try to downplay the fact that the program is a commercial message. A few are developed around storylines and have been called "storymercials". However, most do not have specific TV formats but craft different elements to tell what their creators hope is a compelling story about the product offered. The term infomercial, by 2007, had come to refer to the format, even when used in a live presentation. Infomercials are designed to solicit quantifiable immediate direct response (a form of direct response marketing, not to be confused with direct marketing); they generally feature between two and four internal commercials of 30 to 120 seconds which invite the viewer to call or take other direct action. Many viewers respond with a delayed response, by purchases made at retail outlets. These retail purchases are often the largest response. Using "not sold in stores" is a choice by advertisers who dislike sharing profit with retailers, or who lack the immense resources needed to get into retail channels. In the latter case, direct sales enables later retail distribution. Standalone shorter commercials, 30 to 120 seconds in length with a call to action, are erroneously called infomercials; when used as an independently produced commercial, they are generally known as DRTV spots or short‑form DRTV. Infomercial sponsors often also use shorter spots during regular programming.
Products using infomercial marketing
The products frequently marketed through infomercials at the national level include cleaning products, appliances, food-preparation devices, dietary supplements, alternative health aids, memory improvement courses, books, compilation albums, videos of numerous genres, real estate investment strategies, beauty supplies, baldness remedies, sexual-enhancement supplements, weight-loss programs and products, personal fitness devices, home exercise machines and adult chat lines. Uses for infomercials in the early 1990s included offering free trials of personal care products such as enhanced plaque removers; an 800-number was used to collect basic marketing information. Major brands (such as Apple, Microsoft and Thermos-Grill2Go) have used infomercials for their ability to communicate more complicated and in‑depth product stories. This practice started in the early 1990s and has increased since. Such advertisers generally eschew the less reputable trappings of the traditional infomercial business in order to create communication they believe creates a better image of their products, brands and customers. Apple's use of the infomercial medium was immediately discontinued with Steve Jobs' 1997 return to the helm of the company. Automobile dealerships, attorneys and jewelers are among the types of businesses that air infomercials on a local level.
History
Early infomercials During the early days of television, many television shows were specifically created by sponsors with the main goal of selling their product, the entertainment angle being a hook to hold audience's attention (this is how soap operas got their name; such shows were sponsored by soap manufacturers). A good example of this is the early children's show The Magic Clown on NBC, which was created essentially as an advertisement for Bonomo's Turkish Taffy.
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