Re: New Client...wants it all

Hi,

There are 2 types of TV commercials, namely, Spots, and Infomercials. Spots are 2 minutes or less and are a worthless form of advertising. When a Spot comes on TV the viewer goes to the bathroom or refrigerator or TIVO's it out and there is no way to buy Spots low enough from any agency to turn a profit through an 800-number. If you wanted to run a Spot for a product you would have to cut a deal with a "Time Bank Broker"--this is a company that trades movies for Spot time. The average cost on any TV station for any Spot, any Time of day is 50 cents per Spot and that same Spot might eventually get sold for as high as $1,500. Time Banks are sold in blocks of $5 million per bank--so unless you are a good talker and want to try to talk a Time BAnker into working with you, you will NEVER turn a prodit on Spot advertising. Don't waste your time with Per Inquiry TV Spots either--a total waste of time.

The time worth buying is half hour infomercial time. A full half hour costs about 1/10 of what a Spot(2 minutes or less) costs.

The problem is that if you buy infomercial time from an agency they will bid HIGH for that times---usually 20 times what you could actually get it at if you bid low. An agency is not motivated to bid low because their 15% would be low! Your best bet is to partner with an ad agency to air a 30-minute infomercial.

Bill SerGio





Bill SerGio