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An infomercial is a form of television commercial that resembles regular TV programming [1] yet is intended to promote or sell a product, service or idea. It generally includes a toll-free telephone number or website. [2] Most often used as a form of direct response television (DRTV), they're often program-length commercials [1] (long-form infomercials), and are typically 28:30 or 58:30 minutes in length. [3] [4] [5] Infomercials are also known as paid programming (or teleshopping [6] in Europe). This phenomenon started in the United States, where infomercials were typically shown overnight (usually 1:00 a.m. to 6:00 a.m.), outside peak prime time hours for commercial broadcasters. Some television stations chose to air infomercials as an alternative to the former practice of signing off. Some channels air infomercials 24 hours. Some stations also choose to air infomercials during the daytime hours mostly on weekends to fill in for unscheduled network or syndicated programming. By 2009, most infomercial spending in the U.S. occurred during the early morning, daytime and evening hours, or in the afternoon. Stations in most countries around the world have instituted similar media structures. The infomercial industry is worth over $200 billion. [7]

The Washington DC-based National Infomercial Marketing Association was formed in late 1990; by 1993 "it had more than 200" members committed to standards "with teeth." [8]

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. [9] [10]

The New York Times cited a professional in the field as saying that "infomercial companies tend to do well during recessions." [2]


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 actually a commercial message. A few are developed around storylines and have been called "storymercials". [1] However, most do not have specific television 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. [11]

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 consumer to call or take other direct action. Many consumers respond with a delayed response, by purchases made at retail outlets. These retail purchase are often the largest response. Using " not sold in stores" is a choice by advertisers that 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. [12] 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, [13] 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. [14]




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 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. [17] The first infomercial for a commercial product (a Vitamix blender) was recorded in 1949; its first broadcast was in 1950. [18]

Eventually, limits imposed by the Federal Communications Commission (FCC) on the amount of advertising that could appear during an hour of television did away with these programs, forcing sponsors into the background; however, a few infomercials, mainly those for greatest hits record sets and Shop Smith power tools, [19] did exist during the period when commercial time was restricted.

XETV, a Mexican TV station based in Tijuana but serving the San Diego market, during the 1970s, ran a one hour English-language program on Sundays showcasing San Diego-area homes for sale. As a non-USA station, the FCC's maximum number of commercial minutes per hour did not apply to XETV. It was also during the 1970s that the hard sell "But wait! There's more!" Ginsu ads were being aired on American late-night TV. [20]


The Federal Communications Commission lifted the prohibition on program-length advertisements on radio in 1981. [21]

After 1984

Infomercials proliferated in the United States after 1984 when the Federal Communications Commission eliminated regulations that were established in the 1950s and 1960s to govern the commercial content of television. [22] [23]

The infomercial godfather's [24] [25] "first infomercial" aired in 1985. By 1994, an estimated 90% of all stations had or were airing infomercials. [26]

Product or Person as Pitchman

One relatively early question was "should we use a celebrity?" [27] Although "how much will it cost" was part of the equation, so was a "highly demonstrable item with obvious features and benefits." Even when experts are used for their endorsement value, a "name" adds value in making an introduction. [2] [28]


When and where



When a conventional prime-time two-minute advertising pod has no ads, [30] the networks will run a two-minute mini-infomercial at a much lower rate. [31]

Did the commercial become the show

The New York Times suggested that "the commercial became the show as infomercials ruled the night." [32]

A comparison of television listings from 2007 with 1987 verifies that many North American broadcasters began to air infomercials in lieu of syndicated television series reruns and movies, which were formerly staples during the more common hours infomercials are broadcast (such as the overnight hours). Infomercials were previously a near-permanent staple of Ion Television's daytime and overnight schedules, but the channel now only carries infomercials in the traditional 3:00-8:00 a.m ET/PT timeslot emulated by most cable networks. Multichannel providers such as DirecTV had objected to carrying Ion feeds consisting largely of paid programming. This is despite both DirecTV and Dish carrying several infomercial-only and leased access networks which have been criticized by their subscribers. [33]

United Kingdom



Airtime for political messages, known as Party Political Broadcasts, is allocated free of charge to political parties according to a formula approved by Parliament, and is available only on broadcast television and radio channels. The Communications Act 2003 prohibits political advertising. [37] [38] Television advertising of pharmacy-only and prescription drugs is also prohibited. [39]

Tommy Teleshopping's 24/7 offering was introduced early December 2019. [40]





The 2007–2010 financial crisis



In 2008, Tribune Media Services and Gemstar-TV Guide/ Rovi began to relax the guidelines for listing infomercials within their electronic program guide listings.[ citation needed] Previously all infomercials were listed under the title "Paid Programming" (except for exceptions listed below), but now infomercial producers are allowed to submit a title and limited descriptive synopsis (though phone numbers or website addresses remain disallowed) to the listings providers.

Fox's Saturday morning programming

January 2009 Fox became the first major broadcast network to carry a regularly scheduled block of paid programming when it discontinued its Saturday morning children's programming after disputes with provider 4Kids Entertainment. Fox gave back three early hours to its affiliates, while retaining two hours for infomercials under the title Weekend Marketplace. [44]

Some local stations utilize Saturday morning slots to air local paid programming that typically sells used cars or real estate, [30] [45] and in other ways rejected infomercials, which were disdained by viewers and Fox affiliates alike: revenue was not shared with affiliates, and no local time for commercials between programs was offered. Some stations used Saturday morning for Educational/Informational (E/I) programming, with infomercials relegated to before or after the block. Some refused Weekend Marketplace outright.

In 2012, Fox began to carry college football and other football games. In September 2014, Weekend Marketplace was replaced in some markets by the E/I-focused Xploration Nation. [46]

Criticism and legal issues


Consumer protection advocates recommend buyer beware: [48] study the product and the claims before making a purchase. Many stations and networks normally run their own disclaimers before, during and/or after infomercials. Some mention the Better Business Bureau or a state/local consumer protection agency. A "paid programming" bug in a corner of the screen during infomercials, particularly for financial products, is to avoid an exploitation of an "as seen on" claim of endorsement. Some, particularly smaller networks (such as RFD-TV), only use a limited number of trusted advertisers.

Considerable FTC scrutiny is also given to results claims and testimonials. Rules controlling endorsements are periodically enhanced to increase consumer protection and fill loopholes. [49] [50] Industry organizations such as the Electronic Retailing Association, [25] which represents infomercial marketers, often try to minimize the impact of these rule changes. [51] FTC enforcement has focused on testimonials for publishing "non-typical" and "completely fabricated" customer testimonials used within infomercials. In 2006, the first third-party testimonial verification company was launched, and it now independently pre-validates many testimonials.

Since the 1990s, federal and state consumer protection agencies have criticized several prominent infomercial pitchmen, including Kevin Trudeau, Donald Barrett and, to a lesser extent, Matthew Lesko, and also Don Lapre, a salesman notorious for his get-rich-quick schemes. [52] Some were successfully sued.

Programs that collect donations or sell via Premium-rate telephone number (900-number) [53] have additional disclosure requirements.

As a putdown

The Los Angeles Times mediated a Newsweek review that used the term infomercial about a 1992 cookbook whose author's first was described as "hit No. 1 on the New York Times best-seller list." [54]

Other possible putdowns include informercial-like [55] [56] [57] and infomercial type stuff. [58]


The infomercial format has been widely parodied:

Others have been done too, and these parodies are an ongoing source of amusement and creativity. [61]

Other uses and definitions

Political infomercials

In the United States, the strategy of buying prime-time programming slots on major networks has been utilized by political candidates for both presidential and state office to present infomercial-like programs to sell a candidate's merits to the public. [62] Fringe presidential candidate Lyndon LaRouche regularly bought time on CBS and local stations in the 1980s. In the 1990s, Ross Perot also bought network time in 1992 [63] and 1996 to present his presidential policies to the public. The National Rifle Association has also aired programs via paid programming time to present their views on issues such as gun control and other issues while appealing to the public to join their organization. [64]

Use during the 2008 presidential campaign

Hillary Clinton bought an hour of primetime programming on the Hallmark Channel in 2008 before the Super Tuesday primary elections, and on Texas-based regional sports network FSN Southwest before that state's primary to present a town hall-like program. Fellow presidential candidate Barack Obama's 2008 presidential campaign used infomercials extensively, including running a 24-hour channel on Dish Network. [65]


Aside from blocking viewer choice, reception was not all positive: an NBC reviewer referred to Obama as having a "thin resume." [67] Obama opponent John McCain, commenting on pushing off the opening of the World Series, said "No one will delay the World Series with an infomercial when I’m president." [68]

Children's programming


These regulations do not apply to cable networks, but in the aftermath of Skechers's children's shoe commercials adapted into an ultimately unsuccessful full-length series, Zevo-3 for Nicktoons, [70] [71] effectively cable networks usually use FCC rules as a basic guideline and rarely violate the basic tenets of the CTA, which was expanded in 2019.

Daytime programming

From the 1970s to early 1990s, locally produced morning and daytime programs designed mainly for a stay-at-home female audience featured light talk, followed by presentations of various products and services offerings of local businesses. A guest expert was often included. These were not infomercials: response was in-store, although the expert's phone# might be included. The format enabled presenting details beyond those possible in a traditional 30-second pre-recorded ad. To preclude conflict of interest, the program host was not associated in any way with the station's newsroom.

By the mid-2000s, these transitioned from locally produced programs to infomercials. Some programs had one or more 120-second pods, [72] but these programs were all paid programming. These programs can be considered infomercials, albeit not exactly meeting the letter of the definition.

Broadcasters that adopted the model:

Infomercial companies



Use around the world




In many countries, the infrastructure of direct response television distributors, telemarketing companies and product fulfillment companies (shipping, customer service) are more difficult and these missing pieces have limited the spread of the infomercial. Canadian Northern Response, an early non-USA entrant to the field, claims to have distributed "over 3,000 infomercials since 1984." [73]

By 1996, countries with Teleshopping included France, Germany, UK, Japan, and Mexico. [74]

Research on effectiveness

Research has been conducted on consumer perceptions of infomercials. It was found that "With infomercials, you don't buy eyeballs, you buy responsiveness." [75] Agee and Martin (2001) found that infomercial purchases involved some degree of planning rather than being purely impulse purchases. Aspects of advertising content also influenced whether the purchase decision was impulsive or planned. [76] Martin, Bhimy and Agee (2002) studied the use of advertising content such as the use of testimonials and consumer characteristics. Based on a survey of 878 people who had bought products after viewing infomercials, they found that infomercials were more effective if they used expert comments, testimonials, product demonstrations, and other approaches. Consumer age and product type also influenced perceived effectiveness. [77]

Time-slot effectiveness

Early research found that selecting the best time of day requires avoiding prime time, when "there's too much competition for viewers' attention." [75]


Profits from producing infomercials were described as not being "the real profits" when compared to "owning the product." [78]

See also


  1. ^ a b c Greg Braxton (24 November 1994). "Latest Amazing Discovery: The Un-Infomercial : Television: Storymercials cost more to shoot and don't look like infomercials--they look like real shows. The soft-sell approach is more appealing to corporate America". The Los Angeles Times.
  2. ^ a b c Stephanie Clifford (21 December 2008). "Montel's Back, and Does He Have a Deal for You". The New York Times.
  3. ^ Infomercial – Business Dictionary – WebFinance, Inc.
  4. ^ Infomercial Definition – Your Dictionary – LoveToKnow, Corp.
  5. ^ Advertising Media Infomercials Law & Legal Definition – US Legal Definitions – USLegal, Inc.
  6. ^ "Analysis of key drivers in teleshopping".
  8. ^ Jeffrey D. Knowles (January 25, 1993). "Infomercial association works to widen use of long-form ads". Advertising Age. to render superfluous draconian re-regulation of the industry
  9. ^ "Fox News Trump Interview was 'Infomercial': CNN Host". Newsweek. 14 December 2018. "I watched the whole interview. It wasn't journalism, that was an infomercial," CNN host S.E. Cupp said.
  10. ^ "Premature poll campaign law can't stop infomercials"
  11. ^ Steven Levy (9 January 2007). "Apple Computer Is Dead; Long Live Apple". Newsweek.
  13. ^ "Traffic building". Advertising Age. January 25, 1993. In a focus group, 80% said they'd watch .. 60% said they'd buy
  14. ^ {{cite "Case studies: Appliances". Advertising Age. January 25, 1993.
  18. ^ After several live broadcasts from several cities during 1949, it was recorded in 1949 and became the infomercial initially broadcast in 1950: "A Conversation with Fourth-Generation Vitamix CEO Jodi Berg" (PDF). Brown Brothers Harriman (BBH). BBH: This information has been obtained from sources believed to be reliable
  19. ^ "How Do Infomercials 'fullfill the public interest'?". occasional infomercials for "Shop Smith" power tools
  20. ^ Jim Auchmutey (1983). "But wait, there's more! (Special Report)". Advertising Age. p. 1..
  24. ^ "Pitchman Billy Mays Stole Celebs' Shine Last Super Bowl: Pal". 2 February 2010.
  25. ^ a b Electronic Retailing Association co-founder Kevin Harrington claims the title 'Godfather of the infomercial'
  26. ^ Linda Saslow (4 December 1994). "TV Infomercials Draw Mixed Reactions". The New York Times.
  27. ^ Greg Renker (January 25, 1993). "A marketing marriage: celebs and infomercials". Advertising Age.
  28. ^ " Montel Williams’s infomercials, pitching products like a blanket with arms, resemble his show."
  29. ^ Kathy Haley (January 25, 1993). "Slow progress for all-infomercial channels". Advertising Age. p. M11.
  30. ^ a b Stephanie Clifford (January 25, 2009). "Infomercials Find Their Way to Television's Prime Time". The New York Times.
  31. ^ "as little as 5 percent of what a general advertiser would."
  32. ^ Alex Williams (February 2, 2018). "Remind Me, Why Was It That We Ever Watched Infomercials?". The New York Times.
  37. ^ "BCAP code: Political Advertisements". Committees of Advertising Practice (CAP). Archived from the original on 6 January 2014. Retrieved 6 January 2014.
  40. ^ "Tommy Teleshopping launches 24/7 channel on Ziggo". 3 December 2019.
  41. ^ Jim Avila; Glenn Ruppel; Donna Hunter (May 14, 2007). "Selling Salvation? Many put faith in a faith healer who says he has the answer to your prayers". ABC News. His miracle healing services first propelled him up the televangelist ladder in the mid-1980s
  45. ^ "Fox News .. said .. had set aside inventory for 'make-goods' which it did not need to fulfill, and was turning to some direct-response advertisers"
  49. ^ "FTC Announcement Requesting Comments on Changes". Archived from the original on 2012-08-02. Retrieved 2009-04-16.
  51. ^ "ERA Posting on 2008–2009 Rules Changes". Archived from the original on 2009-04-20. Retrieved 2009-04-16.
  53. ^ Neal Weinstock (January 25, 1993). "Telemarketing is a key element". Advertising Age. pp. M13–M14.
  54. ^ "Critics Turn Up the Heat Over Frugal Gourmet's Style, Endorsements : Cooking: TV host Jeff Smith lambasted by food aficionados who say recipes aren't his--and aren't affordable. The popular author bites back". The Los Angeles Times. August 23, 1992.
  55. ^ Clark Howard (22 March 2017). "TV infomercial pitchman arrested".
  56. ^ "Results for infomercial". creating an infomercial-like pitch for a silly and useless object.
  57. ^ "Behrooz Parhami".
  58. ^ "Post Newsweek Buys WTVJ". South Florida TV.
  59. ^ "Bassomatic Transcript". Retrieved 2009-04-16.
  60. ^ "The Greatest Infomercial Parodies Of All Time". Fast Company. November 11, 2011.
  61. ^ Lori Dorn (February 5, 2018). "Do It the Right Way, A Funny Parody of Infomercials Featuring People Unable to Complete Simple Tasks".
  62. ^ Richard M. Skinner (2007). More than Money: Interest Group Action in Congress. ISBN  978-1461-64021-9.
  63. ^ Kathy Haley (January 25, 1993). "The informercial begins a new era". Advertising Age. p. M3. drew 20 million viewers last fall
  64. ^ "Infomercial with a Bang". The New York Post. February 8, 2000.
  65. ^ "The Obama channel". Retrieved 7 November 2016.
  67. ^ Steve Rhodes (October 30, 2008). "Infomercial Review". NBC 5 Dallas-Fort Worth. considering his thin resume, I’ve considered Barack Obama little more than the next great televangelist or Ginsu knife salesman
  68. ^ Jim Rutenberg (October 28, 2008). "Obama Infomercial, a Closing Argument to the Everyman". The New York Times.
  69. ^ "Science Explains Why Your Kids Love Watching Unboxing videos". November 22, 2016.
  72. ^ Charles W. Lamb; Joe F. Hair; Carl McDaniel (2012). Marketing. A shorter direct retail infomercial is more common in daytime programming, running an average of 120 seconds
  73. ^ "Direct Response".
  74. ^ S. S. Blass. "teleshopping" (PDF).
  75. ^ a b Kathy Haley (January 25, 1993). "Infomercial media a different art". Advertising Age. p. M10.
  77. ^ Brett A. S. Martin, Andrew Bhimy and Tom Agee (2002), "Infomercials and Advertising Effectiveness: An Empirical Study" Archived 2014-03-27 at the Wayback Machine, Journal of Consumer Marketing, 19 (6), 468-480.
  78. ^ Julie Logan (17 September 1998). "Oh, the Possibilities!". The Los Angeles Times.

Further reading