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What is Short Form Commercials?
Direct Response Infomercials, known as “Short Format” or “Short Form,” resemble television commercials and can be from 30 to 120 seconds long and feature a 1-800 phone number.
The Advantages of Short-Form
As far as programming goes you have higher visibility programming because of repeated insertions. TV consumers highly value Short-Form with its convenient response mechanisms to product solicitations they are interested in their day-to-day lives.
Short-Form TV spots can be purchased one week out and have high flexibility when setting up your Direct Response Television program. It can run in all day parts, on all stations and reach a larger audience than traditional print media. Overall, production costs are lower for Short-Form versus Long-Form (much like a thirty-minute or an hour-long documentary) when you are starting your program.
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