Infomercials Today: What They Are, How They Work, and Where to Find Them

Infomercials are 15-30 minute paid programs designed to generate immediate sales through demonstrations, testimonials, and special offers. Historically aired in low-cost TV slots and on home-shopping channels, the format now appears online and in live commerce. Consumers should verify claims via independent reviews, regulatory guidance, and retailer information.

What is an infomercial?

An infomercial is paid programming that blends advertising with extended demonstration and direct calls to action. Unlike a 30-second commercial, infomercials often run 15-30 minutes and aim to prompt an immediate response - a phone order, website visit, or online checkout.

Typical format and tactics

Hosts, experts, or celebrities demonstrate a product, and everyday users give testimonials. Presentations highlight benefits, repeat key lines, and include special offers, limited-time discounts, and multiple ways to buy. That structure makes infomercials a form of direct-response marketing.

Placement and distribution

Broadcasters traditionally schedule infomercials in early-morning or late-night slots when airtime is cheaper. Dedicated home-shopping channels such as QVC and HSN use a similar long-form, sales-focused format on a continuous basis.

In the last decade, the infomercial model expanded online. Brands now use long-form video on streaming services, e-commerce platforms, and social media. Live commerce - real-time shopping events on platforms like Instagram, TikTok, and Amazon Live - takes the direct-response idea into interactive, short-form formats.

Product categories

Common categories include fitness and weight-loss devices, kitchen gadgets, beauty and personal-care items, and home-improvement tools. Real-estate and political paid programming also appear in some markets, though political ads follow separate rules and disclosure practices.

Hybrid models combine long-form ads with retail distribution: the product appears both on-air and on store shelves or e-commerce sites. That approach generates immediate sales while building broader brand awareness.

Regulations and consumer protection

Infomercials are regulated under general advertising and consumer-protection laws. Agencies such as the Federal Trade Commission (FTC) enforce truth-in-advertising standards and take action against deceptive claims. Broadcasters and platforms also apply their own commercial policies.

How to evaluate infomercial claims

Treat on-air promises with healthy skepticism. Look for independent reviews, third-party lab tests, and customer feedback on established retail sites. Check seller credentials, return policies, and whether the product appears in regular retail channels. If a claim sounds too good to be true, verify it before you buy.

Bottom line

Infomercials remain a direct-response tool that evolved from late-night TV to streaming and social commerce. They can introduce useful products, but they rely on persuasive tactics. Do basic homework before you buy, especially for health and weight-loss claims.