Infomercials

Format

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.