In a study comparing the communication effects of a one-minute ad, a 15-minute infomercial, a 30-minute infomercial, and a direct interactive experience with the product, researchers found:

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The researchers found that infomercials provided a similar cognitive and emotional experience as a direct interaction with the brand, indicating that they can be effective in communicating the brand's message and generating interest in the product. The study did not suggest that infomercials were less effective than television advertising or that they were too long, and it did not indicate that one-minute ads provided the best results.

In a Study Comparing the Communication Effects of a One-Minute