Long-Form DRTV: Purchaser Attitudes & Behaviors

The infomercial industry has evolved over the past 30 years and this study sought to identify gaps that may exist between the perceptions derived from the past and the reality of today. In addition, there is little research available about infomercial marketing, and the study provides more insight into this niche sales and advertising channel. Cannella Response Television, Script to Screen and M2 Marketing and Management commissioned this independent study to learn more.


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Monitoring and Ranking Services

​​Infomercial Monitoring Service (IMS)
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Infomercial Monitoring Service provides subscribers with statistical data in an easy-to-read format that details infomercial and spot activity on national cable and satellite television. IMS records and monitors more than 49 networks, 24 hours a day, 7 days a week, which reach all 50 states.

DRTV Dictionary


​The periods of time that a network or broadcast station will make available for infomercials.

ROI (return on investment)

​A measure of a corporation's profitability, equal to a fiscal year's income divided by common stock and preferred stock equity plus long-term debt. ROI measures how effectively the firm uses its capital to generate profit; the higher the ROI, the better.

Media Sourcing

Used for determining what phone calls/orders are generated by specific media buys, and is determined by matching airdate of the spot to: the time the phone calls were received, 800#, and zip code of the caller.​

Full Glossary
* Source: Electronic Retailing Association

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    Owner, Original Grain

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    Sr. Media Manager, Positec Tool Corporation

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    Tristar Products

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    Account Executive, Direct Response, Turner Entertainment & Sports

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    Director of Media Buying, Time Life / Direct Holdings Global

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    Director of Customer Acquisition, Green Chef

  • The Cannella Response Team is always there when we need them.  They are always willing to break things down in ways that we will understand it and never hedge to do more analytics when we think of a new way of looking at something.  They have been great to work with. 


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    General Manager, CarShield

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    Sales Manager at CBS Television Station Group 

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