Why Do Channels Play Infomercials at Night?
Have you ever found yourself mindlessly flipping through channels late at night and suddenly landing on an infomercial? It’s not uncommon to come across these persuasive, often cheesy advertisements promoting products that promise to solve all of life’s problems. But have you ever wondered why channels play infomercials predominantly during the late hours? In this article, we will explore the reasons behind this phenomenon and delve into five interesting facts about infomercials.
1. Targeting a Specific Audience:
One of the main reasons channels air infomercials at night is to target a specific audience. Late-night viewership tends to consist of insomniacs, night shift workers, and people who are more likely to be at home during those hours. Channels recognize this and strategically choose to air infomercials during this time to reach their target demographic effectively.
2. Lower Advertising Costs:
Another reason for infomercials being aired at night is the lower cost of advertising during these hours. Prime-time slots are expensive and highly competitive, so by airing infomercials late at night, channels can save on advertising costs. This allows them to make the most of their advertising budget and generate additional revenue from the products being advertised.
3. Reduced Competition:
During the late-night hours, there is generally less competition for viewership. Most people are asleep, and the number of available shows or movies is limited. Infomercials capitalize on this opportunity to capture the attention of viewers who may be looking for something to watch. By eliminating strong competition, infomercials have a higher chance of engaging their target audience and generating sales.
4. Impulse Buying:
Infomercials are designed to trigger impulse buying behavior. By airing late at night, when viewers may be more susceptible to impulsive decisions, infomercials can take advantage of this psychological aspect. The relaxed and somewhat hypnotic nature of infomercials combined with sleep deprivation can lower inhibitions and increase the likelihood of viewers making spontaneous purchases.
5. Satisfying a Niche Market:
Infomercials often target niche markets with specific needs or interests. Channels airing these advertisements recognize that late-night viewership comprises a diverse audience, including those with specific interests. By broadcasting infomercials during these hours, channels can effectively reach and cater to these niche markets, increasing the chances of making successful sales.
Interesting Facts about Infomercials:
1. The first infomercial aired in 1949, promoting a Vitamix blender.
2. The average length of an infomercial is typically 28 minutes and 30 seconds.
3. Infomercials have generated billions of dollars in sales globally.
4. The “But wait, there’s more!” catchphrase was popularized by infomercial pitchman Ron Popeil.
5. The Federal Trade Commission (FTC) regulates infomercials to ensure they meet certain guidelines and disclose accurate information.
Common Questions about Infomercials:
1. Are infomercials effective in generating sales?
Yes, infomercials have been proven to be effective in generating sales. They utilize persuasive techniques and capitalize on impulse buying behavior to encourage viewers to make purchases.
2. Why are infomercials often longer than regular commercials?
Infomercials are longer to provide detailed information about the product, demonstrate its usage, and address potential customer concerns. This extended format allows them to convince viewers and build trust.
3. Are infomercials regulated?
Yes, infomercials are regulated by the Federal Trade Commission (FTC) to ensure they meet certain standards and provide accurate information to consumers.
4. Do all infomercial products actually work?
While many infomercial products can be effective, not all of them live up to their claims. It’s important for consumers to research and read reviews before making a purchase.
5. Can you return products purchased through an infomercial?
Most infomercial products come with a money-back guarantee. However, the return process may vary depending on the company, so it’s essential to carefully read the terms and conditions before making a purchase.
6. How do infomercials convince viewers to buy?
Infomercials use persuasive techniques such as testimonials, before-and-after demonstrations, limited-time offers, and special deals to entice viewers into making a purchase.
7. Are infomercials only shown on television?
While infomercials primarily air on television, they have extended their presence to online platforms, such as websites and social media platforms, to reach a wider audience.
8. How do infomercials make money?
Infomercials generate revenue through product sales. Channels selling airtime during infomercial slots receive a portion of the profits from the products advertised.
9. Are infomercials more successful during certain times of the year?
Infomercials tend to experience higher success rates during holiday seasons when consumers are actively searching for gift ideas and deals.
10. Can you trust the testimonials in infomercials?
While some testimonials may be genuine, others can be scripted or exaggerated. It is important to approach testimonials with a critical mindset and consider other sources of information before making a purchase.
11. How do infomercials persuade viewers to call the advertised number?
Infomercials often entice viewers to call by offering exclusive deals, limited-time discounts, free bonus items, or the promise of solving a common problem.
12. Do infomercials always offer high-quality products?
Not all infomercial products are of high quality. It is crucial for consumers to research the product, read reviews, and consider the reputation of the brand before making a purchase.
13. Are infomercials only for products, or do they promote services as well?
While infomercials are primarily associated with product promotions, they can also be used to advertise services such as fitness programs, financial advice, and self-help courses.
14. Do infomercials ever provide accurate pricing?
Infomercials generally include accurate pricing information. However, it is advisable to double-check the price before purchasing, as some infomercials may offer additional discounts or limited-time offers.