Q: Am I better off with a short form commercial or a full half-hour infomercial?

A: Cable system operators and network affiliates generally sell time in units of thirty seconds, one minute, two minutes, and then half-hours. It’s uncommon for a station to sell anything else.  Thirty second, One-minute and two-minute commercials are referred to as "short-form spots" and the half-hour infomercials as "long-form."

Products that sell from $19.95 to $39.95 can work in a short-form campaign depending on how much explanation needs to occur in order for viewers to make a purchasing decision.  A product selling for $39.95 and higher should be considered for a long form campaign. Most likely the benefits, features and testimonials will require more time for a higher priced product.