Cannella Media: The Infomercial Media Buying Experts
In the world of direct response television (DRTV), creative might grab the spotlight — but media buying is where the real magic happens. That’s where Cannella Media shines. For over 35 years, Cannella has been a market leader in infomercial media strategy, helping brands maximize reach, frequency, and ROI through strategic media placement.
Their proprietary systems, deep network relationships, and exclusive access to paid programming inventory make them a go-to partner for brands ready to scale nationally.
From Media Buying to Market Domination
Founded in 1985 by Frank Cannella, Cannella Media transformed the business of infomercials by treating media time like a financial asset — not just ad space. Their innovation? Creating a syndication model for DRTV, allowing brands to run campaigns more efficiently, predictably, and profitably.
They pioneered the long-form infomercial model and built one of the largest networks of paid programming inventory in the U.S., now known as the Cannella Performance Media Network.
Key Services and Capabilities
📺 Long-Form and Short-Form Media Buying
Cannella places and optimizes:
- 28:30 infomercials
- 60- and 120-second direct response spots
- Paid programming blocks across major and local networks
🧠 Media Planning & Optimization
They use performance data to continually adjust placements, time slots, and channel mix for optimal response and ROI.
🛰️ National Airtime Syndication
Cannella aggregates and resells remnant airtime across a network of cable, broadcast, and satellite stations — giving clients access to high-value inventory at scale.
📊 Attribution & Response Analytics
They provide detailed tracking on:
- Cost per call/order
- Media efficiency ratio (MER)
- Call center response and web traffic
Clients and Campaigns That Made an Impact
Cannella Media has powered growth for top-tier brands and DRTV legends, including:
- Time Life
- BeActive
- Copper Fit
- IdeaVillage
- Proactiv (in media partnership)
- Many “As Seen On TV” household products
Their role? Not the creative — but the engine behind the exposure, putting products in front of millions of viewers across the U.S.
Why Cannella Media Remains a DRTV Leader
- Exclusive Access: Through the Cannella Performance Media Network, they control one of the largest inventories of long-form airtime in the country.
- Experience: 35+ years of optimizing media for direct sales and lead generation.
- Scalability: Able to take a regional test and scale to national success with speed and precision.
- Transparency: Trusted by brands, investors, and agencies for clear attribution and campaign insights.
Final Thoughts: The Unsung Hero of Infomercial Success
While creative gets the clicks and laughs, Cannella Media delivers the airtime, exposure, and measurable results that make it all possible. For any brand serious about scaling a DRTV campaign, Cannella’s deep media expertise is not just valuable — it’s essential.
