Contrary to popular belief, you cannot just put any commercial on the air and expect it to work.

Statistics show that only 1 in 20 infomercials actually makes money, and that those that do succeed stay on the air less than six months. We are currently airing three infomercials that have been in circulation for over three years. Our average infomercial airs, and is profitable, for an average of 18 months.

The difference between a brand and a direct response commercial is that the direct response commercial has to make the phone ring. It is because of this call to action, that we know whether or not we have produced a winning commercial. Most brand agencies spend their time submitting their commercials for awards. At Focus, we measure our success by how much revenue we generate for you.

Google has brought to the forefront, the importance of measuring your advertising response. For nearly twenty-five years Focus has been analyzing consumer behavior on TV in much the same way Google does on the Internet. We produce. We test. We learn. We adapt. Then, we start all over again. The process of testing is never over.

When hiring a company to produce a commercial for you, experience is critical. Anybody can produce a nice looking video. It takes a good marketer to produce one that makes money. This experience does not have to translate to a big budget either. The success of a commercial has very little to do with the quality of the production. As long as you deliver the proper message, consumers will respond. The real trick is knowing how to deliver the message.