Which Factors Primarily Influence the Number of Infomercial Hours a Commercial Television Station Airs?

Jan LeBlanc Wicks

Journal of Media Economics, 1997, vol. 10, issue 1, 29-38

Abstract: A national mail survey was conducted to discover which factors primarily influence the number of infomercial hours a station airs. Results suggest that primary influences are network affiliation, the number of viewer complaints, the number of fringe infomercials (e.g., selling baldness cures) aired, market size, audience size, and restricting infomercials to certain dayparts. Viewers may perceive distinct classes of stations that vary based on these influences.

Date: 1997
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DOI: 10.1207/s15327736me1001_4

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