But Wait, There’s More! All the Info on Infomercials

A portmanteau of “information” and “commercial,” the infomercial is either short-form (running one to several minutes) or long-form (usually half an hour). Despite different lengths, what these ads have in common is the call to action: exhorting the viewer to order the product or service immediately.

The short-form piece often features one person assertively pitching a product. The long-form tends to be more low-key and probably has a professional host, though some feature actors, newscasters, or “real people.” The host often serves as product demonstrator (except exercise equipment is usually demonstrated by fitness models) in addition to interviewing experts and speaking directly to the home audience. Testimonials are offered by noncompensated “real people.”

For the most part, infomercial hosts are conventionally attractive individuals who can suggest (depending on the product) a genial executive, a fitness instructor, or a savvy craftsman capable of using a power tool, and can discuss the product intelligently. They are usually between the ages of 30 and 40, or between 40 and 50 if it’s for a financial product.

Infomercial vs. commercial

These are the key differences between infomercials and regular ol’ commercials:

• Time: Unlike commercials, which tend to last under 60 seconds, infomercials are between a minute and an hour long, usually landing around 30 minutes in length.
• CTA: Infomercials include multiple calls to action prompting viewers to make a purchase.
• Airtime: Infomercials are usually aired late at night and in the early morning, while commercials are typically aired during peak hours.
• Structure: Infomercials may be formatted to appear like a talk show or series of demonstrations. 

Infomercials today

Though the traditional TV infomercials you may have caught during a midnight snack run have seen some decline, the niche has shifted to new formats, such as:

• Online: Companies promote their products and services by posting long-form videos, such as Patagonia’s “Wolfpack” video on YouTube and other video-sharing sites. Similarly, platforms like Amazon Live and Facebook Live livestream product demonstrations, such as Tastemade’s weekly meal prep series.
• Direct Response TV (DRTV): These ads are similar in format to traditional infomercials but tend to be shorter in length. DRTV is home to most shopping channels, although some have expanded to include online options; for example, QVC is available on DRTV, streaming, and livestreaming, as well as via app.

According to ZipRecruiter, commercial actors generally earn just under $30/hour—a rate that can accumulate nicely for hosts of longer infomercials. Most infomercials are nonunion, but an experienced professional host can make $10,000 and up for a day’s work.

For union projects, SAG-AFTRA’s Commercials Contract sets minimum session rates for infomercials shot on film. Principal actors earn the following rates:

• Class A, Cable, and Wild: $783.10 on-camera or $588.90 off-camera (voiceover)

• Class B, including New York City: $1,481.83 on-camera or $1,059.77 off-camera
• Class B, not including New York City: $1,208.61 on-camera or $839.45 off-camera
• Class C: $720.23 on-camera or $480.19 off-camera

Union performers creating digital branded content are covered by SAG’s Influencer Agreement.

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These hosts have taken on the double hats of both salesperson and performer: 

• Billy Mays: The “king of the pitch” enthusiastically promoted everything from OxiClean to Zorbeez. His catch phrase, “Hi, Billy Mays here,” beard, and propensity to shout his lines made him an infomercial icon.

• Vince Offer: If you’ve ever used a ShamWow or Slap Chop, you likely have Offer’s fast-talking sales approach to thank.

• AJ Khubani: The founder of TELEBrands and designer of the infamous “As Seen on TV” logo, Khubani’s promoted products include the PedEgg, Pocket Hose, InstaBulb, and AmberVision sunglasses. 

• Suzanne Somers: The “Three’s Company” star was a master at selling the leg workout system ThighMaster, a product that she ultimately owned and earned millions from.

• Diane Amos: Though the advertising campaigns the “Pine-Sol Lady” appears in tend to be shorter than traditional infomercials, they mimic the formatting, aligning the actor-comedian with the cleaning product she promotes. 

• Forbes Riley: Riley began her career as a traditional actor, initially viewing infomercials as her day job—but she went on to host dozens of promotional TV programs, mostly for health and fitness products. “People in the business put me down for doing infomercials,” she told us. “But for one infomercial, I could walk out with $10,000 in my pocket.” 

• Tom Jourden: The high-profile (and high-earning!) infomercial host for products such as LifeLock has enjoyed a parallel acting career, appearing on such shows as “The X-Files,” “JAG,” “The Practice,” and “Castle.” “With infomercials, there’s a small group that knows how to do them, and the odds of working are greater,” Jourden explained to us. “And as you move up, it can become very lucrative. You can make a lot more money on one infomercial than 10 guest-starring roles a year.” 

1. Refine your skills. 

Take acting classes, particularly ones that cover improv, commercial, and on-camera acting. Acting skills will help you communicate information about and enthusiasm for a product. Some infomercial casting directors believe that these can’t be faked; the host has to be honestly knowledgeable and passionate about the product. 

Improvisational skill is useful too, according to Riley, as infomercials, while scripted, are never done verbatim. And the actor’s ability to listen can serve you well, especially when an expert or someone offering a testimonial is nervous. “You have to be able to listen and make it real,” said Riley. “Also, we’re talking to a camera but have to believe we’re talking to someone sitting on a couch.”

“Actors can take direction and give different takes,” added Barbara Barna Abel, who has cast her share of infomercials. “If the director says, ‘Let’s do it more urgently,’ or, ‘Talk like you’re trying to attract someone,’ an actor can do the different versions. Actors have the discipline and stamina to do it over and over again. They know how to be present and turn the energy on, even after downtime.”

Hosting also demands special skills, such as the ability to use a teleprompter or an ear prompter, as well as the capacity to talk about and demonstrate a product at the same time and with charm, authority, and ease. Like all hosts, infomercial headliners “need to have the gift of gab, a great personality, know how to be big and passionate without being too over-the-top,” said host Patricia Stark. “The one thing that should be remembered is the old saying: ‘Everyone likes to buy; no one likes to be sold.’ So although an infomercial is selling, the host’s role is to inform, educate, entertain, and help viewers understand the features and benefits. It’s about how it will help the viewer. It’s not yelling and selling as some old infomercials used to do. Most clients want today’s infomercials to look like broadcast-quality talk shows, and if you can get a host that can help bring that impression to the table, then they’ve got the job.”

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2. Gather your materials. 

You’ll want a killer commercial demo reel, headshot, and résumé showcasing your salesmanship and enthusiasm.

3. Network. 

Connect with infomercial production companies like QVC, BusyBoy Productions, DRTV Production, Infomercials, Inc., and Script to Screen online and in person.

4. Seek representation. 

A commercial agent will help connect you with gigs—just be sure to do your research before meeting.

5. Find jobs. 

Apply to infomercial casting calls, which you can find on our comprehensive database.

6. Work your way up. 

Infomercial host Janet Zappala began as a TV host and anchor, then moved into infomercials and later acting, where she often plays a television reporter. She doesn’t view infomercials as a launching pad to acting but as part of a continuum. The same is true for Stark, whose work in front of the camera includes commercials, studio and live call-in shows, reality TV, and direct-response programming—an umbrella label that includes infomercials. “I view hosting as another area for revenue and performance,” she said.

So, do infomercials help, hurt, or have no bearing on a legitimate acting career? The jury is still out, but due to economic realities, most industry insiders appreciate that actors turn to alternative sources of employment. Nobody thinks less of them for performing in infomercials, as long as the product is reputable and the production value upscale. Zappala suggests that because the lines between news and entertainment, fact and opinion, and talk show and commercial have become blurred, viewers don’t make the distinctions they once did and are less likely to look down on an actor for doing an infomercial.

Casting director Bill Dance believes that for new actors, the exposure afforded by an infomercial has value, especially for those who show they’re relaxed in front of the camera. If nothing else, he adds, infomercials are valuable on-set and on-camera training. CD Sean Doran agrees, but suspects that if an actor were to become overexposed as a cheery infomercial host, it could be an obstacle to getting cast in dramatic roles. Their acting ability would need to be strong enough to compensate for the image.