Once the infomercial has been produced, conducting a media test will enable you to determine an optimal media strategy. We can introduce you to the best media buying companies in the industry.
An average test is usually done in 10 to 15 cities and on one national cable channel. The cost for an average infomercial test is about $15,000 to $20,000. After those initial airings, you will be able to determine the success of the project. We specialize in production but can recommend some top media buyers.
One of the great aspects of infomercial marketing is that it is 100% accountable. You will receive reporting for every single half-hour of media purchased. The response is calculated to the half-hour media buy and will even show exactly when viewers actually called during the half-hour segment. The success of a spot is measured by the “Media Efficiency Ratio” – a ratio of gross sales generated to media dollars spent. For example, if you spent $20,000 on a media test, and you sold $40,000 worth of merchandise, you would be doing a MER of 2 to 1.Once we have determined the response baseline, only the media that is effective in generating sufficient sales to pay for the initial media and service costs will be purchased. Your overall media budget depends upon the success of your test, but a successful infomercial will spend $40,000-$400,000 per week on national media.