The Economics of Infomercials

The Graveyard Slot is an inverse inflection point in the profit curves of two very different businesses. For local TV stations, the juice isn’t worth the squeeze. Producing content to air on these hours would cost more than it would return. Selling the timeslot for pennies on the dollar isn’t ideal, but it’s a better alternative to airing color bars or going dark.

But for certain companies – the kinds of companies who make Snuggies and ShamWows – the Graveyard is primetime. It’s dirt-cheap media space. It’s highly efficient for testing products and messaging against targeted consumer segments. It’s the perfect perch for Perfect Polly, the plastic parakeet with a swiveling head and a chirp like a 1980s car alarm. It’s the choicest real estate for the SnapNPump, a vacuum sealer for sandwich bags. And it’s pretty much the only timeslot socially acceptable for the UroClub, a nine iron golf club that doubles as a portable urinal.

via The Economics of Infomercials.


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