What Exactly Is an Informercial?

Learn More About the Pros and Cons of Infomercial Advertising

Infomercials on TV
Infomercials on TV. Getty Images

Definition:

Infomercials are hard sell, direct response TV commercials that usually last between 15 and 30 minutes. This is called long-form advertising, and is used for products that can cost hundreds, or even thousands, of dollars. Infomercials that are up to two minutes long are known as short-form commercials, and usually come with a price tag under $20. This type of advertising is also known as paid programming, with a disclaimer preceding it using language like "the following is a paid advertisement for XYZ brand." InfomercialsĀ always ask for a sale, and are a prime example of the AIDA model.

Brief History of the Infomercial

Although infomercials became popular in the early 1980s, it is believed that the first ever long-form infomercial aired in the late 1940's for a Vitamix blender. However, in the 1970s, specifically in the San Diego area, the format took off when a one-hour TV show ran ads every Sunday for local homes. In 1982, the infomercial format we know well today aired, and it was for hair restoration and growth treatments. This was the beginning of the rise of the modern infomercial.

In 1984, they really took off, when FCC regulations imposing time limits on advertising were lifted. And it was this, coupled with the rise in popularity of self-help products and home cooking utensils that the craze caught on. Everyone was hooked on the sell, sell, sell buzz of these high-energy shows.

Top 10 Infomercial Products Through The Ages

There have been hundreds of products sold using the infomercial format over the last 30 years.

But some do much better than others. Here then is the top 10 all time best selling infomercial successes:

  • The Foodsaver Food Vacuum Packaging Machine
    A simple but expensive machine (around $130) that increases the shlf life of your food by five times.
  • The PedEgg
    A small cheese grater for your feet that beat out the pumice stone in consumer tests.
  • The Snuggie
    It doesn't get more simple than a blanket with sleeves. But the snappy jingle and low price point made it a huge success.
  • The Slap-Chop
    One of two products in the countdown hawked by Vince Shlomi, the Billy Mays wannabe. A quick and easy way to chop any kind of food, and make great tuna salad in seconds.
  • Ionic Breeze Air Purifier
    Sharper Image found its way into millions of homes with the product that removed dust, allergens and pet dander.
  • Carleton Sheets Real Estate Tutorial
    Give him a few hours and he'll turn you into a real estate tycoon.
  • Showtime Pro Electric Rotisserie Oven
    Ron Popeil, the master of the modern infomercial, tells you to "set it and forget it" with the countertop rotisserie from Ronco.
  • ShamWow
    Vince Shlomi again, this time selling a chamois than will hold ten times its own weight in liquid.
  • The BowFlex Home Gym
    Dangling the carrot of the perfect body in front of couch potatoes, the BowFlex home gym is the most popular infomercial exercise machine of all time.
  • Proactive
    And the number one spot goes to another product aiming at perfection, only this time it's perfect skin. With celebrity endorsements and a low price point, it captured the attention of anyone and everyone with one pimple too many.

    Pros and Cons of Using the Infomercial Format

    The pros are many and varied. First, people like watching them, they are usually done in an entertaining "morning show" way, and are easy to watch. They are also easy to shoot and control. No special effects or lavish locations, it can all be done in a small studio using a pitchman, spokesperson and/or a live audience. If you have a product that has a very powerful benefit, like any of those listed above the infomercial will be very good to it. And the sales performance of the product can be tracked precisely, so you know what people respond to, and what they don't.

    On the down side, they are not considered premium or slick. Most products are the As Seen On TV kind of things. You wouldn't get Nike or Apple doing an infomercial (at least, not in the format we all know of), the stigma attached would sully such brands, but others do very well from this "barker" selling style.