The 1980s were a golden era for the infomercial industry, a time when late-night television transformed into a platform for a new breed of marketing. It was a decade marked by the rise of direct response television (DRTV) and the birth of the infomercial, where entrepreneurs and marketers capitalized on the growing number of cable TV channels and the increasing appetite for on-demand entertainment.
In the early 1980s, television networks began experimenting with longer commercial formats, paving the way for the first infomercials. The concept was simple: instead of a 30-second spot, marketers bought entire blocks of airtime—often 30 minutes to an hour—to showcase their products in a more detailed and persuasive manner. This new format allowed them to demonstrate the product’s benefits, tell compelling stories, and, most importantly, include a direct call to action.
One of the earliest and most iconic infomercials was for the Ginsu Knife. Launched in 1980, the Ginsu Knife infomercial became a cultural phenomenon, with its famous line, “But wait, there’s more!” The ad was a masterclass in direct response marketing, combining product demonstrations with irresistible offers and multiple bonuses to entice viewers to pick up the phone and order immediately. This formula of demonstration, value, and urgency became a staple of the infomercial industry.
As the decade progressed, the infomercial industry boomed. Entrepreneurs like Ron Popeil, often referred to as the “godfather of the infomercial,” became household names. Popeil’s products, like the Veg-O-Matic and the Showtime Rotisserie, were sold through engaging and memorable infomercials that promised to make life easier for the everyday consumer. His catchphrases, such as “Set it and forget it!” became synonymous with the infomercial culture of the ’80s.
The rise of cable television also played a crucial role in the infomercial boom. Channels like QVC and the Home Shopping Network (HSN) began airing 24/7, providing a platform for continuous direct response marketing. These networks blurred the line between entertainment and commerce, with hosts demonstrating products live and interacting with callers in real time. The interactive nature of these programs made them a precursor to today’s e-commerce, where customers can purchase products instantly.
The 1980s infomercial industry was a Wild West of sorts, with few regulations and a focus on creativity and innovation. While some products were genuinely useful, others were more questionable, leading to the eventual introduction of stricter advertising standards. However, the impact of the 1980s on the direct response industry was undeniable, laying the foundation for the multi-billion-dollar industry we know today.
This era not only transformed the way products were marketed and sold but also influenced how consumers interacted with television—a legacy that continues to shape advertising and consumer behavior.
