What is the most effective length for a direct response commercial? Is 30 seconds enough? Is 60 seconds enough? What about 120 seconds? And where do 30-minute programs fit into the DRTV picture? The short answer: In DRTV, longer is almost always better.

The reason for this is simple. In a brand commercial, you are asking the viewer to think about your product or service. In a direct response commercial, you are asking them to make an emotional and financial commitment. You are asking them to buy it, or at the very least, to call for more information. In other words, you are asking them to make a decision about your product or service, now!

To do that, the commercial has to convince the consumer to stop watching TV, get off the couch, find a pen, get out a credit card and call the number on the screen. All without giving the viewer an opportunity to discuss the purchase with others, comparison shop or even touch the product.

Obviously, to do that, a commercial has to be a thorough and compelling piece of advertising. In addition to being entertaining and engaging, it has to clearly describe the benefits of the product, neutralize potential objections, outline guarantees, minimize risk and, of course, ask for the order. And like it or not, that takes time. That explains why, in the world of DRTV, longer is better. It explains why 60-second DR commercials outperform 30-second ones. And why 120-second commercials are better than both.

So, knowing this, why don’t DR advertisers produce only 120-second commercials? The answer is media, or rather, lack of media. Although 120-second DR commercials are more effective than 60-second commercials, there simply is not enough media time available to run an effective campaign using only 120-second commercials.

As a result, we advise our clients to build their campaign around 60-second commercials. Whenever possible, we like to produce a 120-second spot at the same time in case media time should become available.

The realization that longer is better is what led, in part, to the birth of long format DRTV, called infomercials. And despite what some people believe, infomercials, if properly executed, are extraordinarily effective. In fact, on a cost-per-order or cost-per-lead basis, they are more effective than either 60-second or 120-second commercials.

In retail, it’s well known that the longer consumers shop, the more they will purchase. Savvy retailers understand that the more time customers spend touching, feeling and contemplating a product, the greater the likelihood they will buy. Likewise, retailers want customers to spend as much time as possible in the store because they know the longer they spend walking the aisles, the more money they will leave in their till.

The same principal holds true in direct response television. Statistically speaking, the longer a viewer watches a commercial, the greater the likelihood he or she will respond. The myth that busy consumers will not watch anything for more than 30 seconds is not only wrong, it goes against human psychology. When contemplating a significant purchase, consumers must reach a state of psychological readiness before they will commit. And as any good salesperson will tell you, they will look, touch, read, watch and do just about anything except make a purchase, until they reach that state.

The flip side of this is that consumers are willing to gather information that will allow them to reach that exalted state where they feel confident, comfortable and ready to buy. As a result, they will happily absorb lots of information about a product or service, if they think it will it benefit them and if it is presented in an interesting and credible manner.

Use yourself as an example. How much time did you spend researching your new computer before you bought it? If you are like most people, you probably invested many hours reading ads, checking prices and consulting with others.

And that’s exactly how the average consumer behaves when considering a significant purchase. A good DRTV commercial gives consumers all the information they need to make a purchasing decision. It just doesn't whet the viewer’s appetite, because that’s not enough to stimulate a purchase. Instead, it walks the consumer through the sales process, outlining all the features and benefits, countering potential objections, explaining the product’s value and inviting the viewer to respond.

If consumers are interested in your product or service, they will watch your commercial. They will watch for 60 seconds. They will watch for 120 seconds. And yes, they will happily watch for 30 minutes. And if you give them the information they need in the way they need it, they will reward you with the highest honour a consumer can bestow upon a company: They will buy!