An analysis of information content in infomercial programs

The findings indicate that infomercials averaged 5.82 information cues (far more than any other advertising media) and that product availability, components, and performance were the most frequently used information cues.

Abstract

Although infomercials have altered the landscape of late-night commercial television, there has yet to be a study of the information content of this new advertising form. Using the Resnik and Stern method (23), this article assesses the information content of over 200 infomercials aired on major broadcast and cable networks. The findings indicate that infomercials averaged 5.82 information cues (far more than any other advertising media) and that product availability, components, and performance were the most frequently used information cues. The amount and types of information found in infomercials also varied by program format and product category. © 1996 John Wiley & Sons, Inc. and Direct Marketing Educational Foundation, Inc.