•According to a study by the Electronic Retail Association, this year 62.7% of Americans ages 16 and older have experienced at least one form of DRTV advertising, creating a potential customer base of 136.2 million viewers.
The study, monitoring DRTV viewership, also found that:
*Some 28.6% of viewers purchased a product advertised via an infomercial, most often by calling an 800 telephone number.
*The average DRTV viewer has become more affluent, with income levels among infomercial, DR and live shopping viewers all up over previously reported levels.
*Viewers surveyed were also found more likely to trust infomercials than Congress, used car salesmen and corporate executives.
Results come from a nationally representative telephone survey of American adults in the third quarter conducted by Leisure Trends Group. The full study will be released in January.
