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Everything You Need to Know About Infomercial Media Buying
By Peter Koeppel |
Infomercial media buying is a specialized type of media buying. Infomercial
time is sold in thirty-minute blocks on both national cable and satellite networks and on local
broadcast stations throughout the U.S. Infomercial time is generally available when regular programming
goes off the air during the overnight and early morning time periods and during the morning and
afternoon on weekends. Infomercial time is priced based on the size and viewership of the station or
network and the size of market where the station is located. The most expensive infomercial time
periods are on major cable networks on Saturday and Sundays.
Since there are thousands of local broadcast stations and hundreds of cable and satellite networks, in
order to buy infomercial time successfully it's important to work with a seasoned infomercial media
buyer. An experienced infomercial media buyer knows the stations and networks that perform best for
certain categories of products targeting particular types of audiences. A knowledgeable infomercial
media buyer also knows how to negotiate the most favorable rates for their clients. For example, the
rate card for an infomercial time slot might be $1,000, but a savvy infomercial media buyer may know
that particular time period is only worth $500 and will be able to negotiate a substantial level of
savings for a client's infomercial campaign by utilizing this type of knowledge and
expertise.
Infomercial Testing
Infomercials are typically are tested initially and if the test is successfully then the infomercial
campaign is rolled-out. An infomercial media test usually consists of a combination of infomercial
airings on smaller national cable and satellite networks and local broadcast stations. An infomercial
test typically runs over the course of a week. This allows the infomercial marketer to test a variety
of time periods and days of the week to see if any patterns develop in terms of the types of infomercial
airings that perform best for a particular infomercial campaign. Sometimes more than one offer is
tested to determine which infomercial offer generates the most sales.
In a successful infomercial test there are generally several networks and stations that generate a
profitable ROI. Infomercial media buyers review this information and then proceed to:
Buy more infomercial time on the networks and stations that performed well
Buy new infomercial time on networks and stations that are similar to the ones that performed
They should also review their database of where other infomercial campaigns for similar products
performed well
Drop infomercial time periods that did not perform
Seek infomercial rate reductions to try to get those stations/networks that are close to performing
to a profitable ROI.
Build up the infomercial media spending while maintaining a profitable ROI
What to Look for In an Infomercial Media Buying Agency
Infomercial media buying is a highly specialized type of media-buying. General advertising agencies do
not have the expertise to buy infomercial time. They are familiar with buying general advertising that
is designed to build awareness. In researching an infomercial media buying agency, look for a firm
with the following capabilities:
Make sure you align yourself with an infomercial media-buying expert that has a proven track record
buying for other infomercial products in your category of business or for products targeting a
similar audience. An infomercial media buyer with this type of knowledge and expertise will end
up saving you money and increasing the chances of your infomercial campaign becoming a success.
An infomercial media buying team that is trained to buy the best infomercial time for each campaign.
Specialized software and reporting systems that monitor and track results and links with the
telemarketing firm, so that results can be imported daily.
An analytics team that reviews and analyzes the infomercial results in real time and works with the
infomercial media buyers to optimize the infomercial campaign based on those results.
Utilizes competitive research that allows them to monitor where competitors are airing their
infomercials with the highest level of frequency. Oftentimes infomercial time periods that are
being purchased by a competitor with a high level of frequency are paying out and might be places
your infomercial media buying agency would consider running your infomercial.
An account service staff that knows how to manage an infomercial campaign from initial testing
through roll-out, to taking an infomercial product to retail.
Try to find an infomercial agency that has experience managing infomercial campaigns through both
good and bad times.
Look for an infomercial media agency that has connections with the best vendors for key services
such as infomercial production, infomercial telemarketing, infomercial fulfillment, infomercial
card-processing, infomercial media funding and taking infomercial products to retail.
Assembling a seasoned team of infomercial industry veterans is critical to an infomercial campaign's success.
Select a Highly Experienced Infomercial Media Buying Firm
Successful infomercial campaigns can be very profitable, but make sure you do your homework before
entering the infomercial business. During the course of a successful infomercial campaign your largest
expenditure will be incurred buying infomercial media time, so it's very important to work with a
highly experienced and results driven infomercial media buying firm.
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