How successful is DRTV?

Let us look at some figures. Nowadays DRTV accounts for at least 25% of all television commercials. And nearly two third of the American viewers have watched DRTV commercials sometime or the other. Potential customers for DRTV are usually more affluent and educated. Although previously female customers outstripped the males, it is changing slowly but surely now.

Infomercials tap into the emotional side of viewers. Watching the product in its entirety, being explained all the aspects of the product, watching it in actual use – all these go a long way in building the viewer’s trust. This is a special advantage for complex products like repair kits and multi piece sets where the potential customer has the satisfaction of knowing exactly how to use the product in its totality before deciding to buy it. Nothing is vague or left to the imagination. Surprisingly according to a survey, DRTV viewers are more likely to trust infomercials than congress, used car salesmen and corporate executives!

With DRTV, the viewer is a part of the commercial. The presenter talks directly to the viewer which works sub-consciously at a near-personal level and persuades the viewer to call for more information or to even place an order. Attractive buy-back policies, discounts and freebies add to the winning formula. Add-ons are also very important for a successful DRTV campaign to maintain the recall value of a product.