Intelligence Hub

Intelligence Hub

The 5 Minute Solution

The 5-Minute Solution

Exciting Results Underscore the Potential of “Mid” DRTV

 

For decades, DRTV advertising has come in two basic formats: “Short form,” either sixty seconds or two minutes in length; and half-hour (actually 28:30) “Long form” shows.

Now, there’s “Midform,” and it’s creating exciting new opportunities to boost existing campaigns or even break into the marketplace for the first time.

As a rule, the Midform DRTV spot is five minutes in length (although running times of three and four minutes have also been tested). The five minute length allows enough time for the classic, proven infomercial structure:

a) Problem/solution
b) Testimonials
c) Features/benefits
d) Call to action
e) Repeat

All well and good, but does it work? According to Mercury Media, a media agency currently booking approximately 50% of all 5-minute airings, the results are definitive.

On average, the 5-minute format outperforms:

  • :60 spots by 32%
  • :120 spots by 21%
  • 3:00 spots by 15%
  • 4:00 spots by 18%

It’s clear that the extended length of Midform not only encourages call volume, but a better informed caller can also lead to improved conversion ratios. Either way, more sales.

Can Midform Work For You?

Does your target customer watch TV during the daytime? Or very late at night, into the early morning? Whenever they watch, you can reach them with a 5-minute spot, because inventory is available, and expanding.

Does your product require some explanation? The 5-minute format offers plenty of time to tell your complete story.

Is your product or service priced higher than is normally feasible for a short-form spot? A Midform show gives you the time you need to build a strong value proposition and justify your price point.

Have you had success in long-form programming within the past two years? A 5-minute show is a cost-effective way to re-energize the campaign and capture additional sales.

Are call-in leads more important to your business than online leads? Due to its length, a Midform format allows you to overcome caller reluctance and create a sense of urgency that compels a call.

Want to See Some Successful 5-Minute Spots?

The best way to understand the exciting potential of Midform advertising is to see them in action. Here are some recent and/or current spots produced by Script to Screen:

Ready to learn more about Midform DRTV? Give us a call!

Call Alex Dinsmoor, Chief Strategy Officer on 800-453-0003.

They are...creative, dependable and results driven. Script to Screen was my first choice when it came to Direct Res...

David Oreck, Founder, The Oreck Corporation
The creative and marketing professionals at Script to Screen understand not just the crucial direct marketing funda...

Elliott Segal, Senior Vice President, International Production, Guthy-Renker
Working with Script to Screen did more for my retail business in 45 days, than I had been able to do in eight years...

Maria McCool, Founder, Calista Tools
The Script to Screen team is fast, efficient, and shows incredible attention to detail. The final shows come in on ...

George Fettig, Chief Marketing Officer, Shark/Ninja, makers of the Shark® line of vacuums.
“The Script to Screen team is fast, efficient, and shows incredible attention to detail. The final shows come in ...

George Fettig
They are competent, creative, dependable and results driven. Script to Screen was my first choice when it came to D...

David Oreck, Founder, The Oreck Corporation
The creative and marketing professionals at Script to Screen understand not just the crucial direct marketing funda...

Elliot Segal, Senior Vice President, International Production, Guthy-Renker.
Working with Script to Screen did more for my retail business in 45 days, than I had been able to do in eight years...

Maria McCool, Founder, Calista Tools.
The Script to Screen team is fast, efficient, and shows incredible attention to detail. The final shows come in tim...

George Fettig, Chief Marketing Officer, Shark/Ninja, makers of the Shark® line of vacuums
Another sample testimonial explaining how awesome Script to Screen is!...

Client 2

Contact us about your project.

800-453-0003

results@scripttoscreen.com