Launching a new product in the U.S. is one of the most exciting yet daunting challenges any entrepreneur or brand can face. From building prototypes to handling supply chain complexities, the journey is resource-intensive—and expensive. Many founders immediately think of venture capital, crowdfunding, or loans as their go-to funding strategies. While these options can work, they’re often competitive, time-consuming, or restrictive.
But there’s one proven and surprisingly overlooked way to not only fund a product launch but also to scale it rapidly: Direct Response Television (DRTV).
If your mind immediately jumps to old-school infomercials with flashing “Call Now” banners, you’re not wrong—but you’re also not seeing the full picture. In today’s landscape, DRTV has evolved into a powerful hybrid of storytelling, sales, and brand-building. And if done right, it can fund your launch while simultaneously creating a loyal customer base.
Let’s break down why DRTV in the U.S. deserves far more attention from product creators and marketers.
What Exactly Is DRTV?
DRTV, or Direct Response Television, refers to advertising that encourages viewers to respond directly—whether that’s by calling a number, visiting a website, or scanning a QR code. Unlike traditional brand ads that aim primarily for awareness, DRTV campaigns are built to drive measurable action and immediate sales.
There are two primary types of DRTV:
- Short-form spots (30 to 120 seconds): These are designed to grab attention quickly and drive a fast response, similar to digital ads.
- Long-form infomercials (28–30 minutes): These provide more time to explain the product’s story, demonstrate its benefits, and address objections.
Both formats are still widely used in the U.S., and their effectiveness is enhanced by today’s integration with e-commerce, social media, and mobile-first shopping behavior.
Why DRTV Is the Most Overlooked Funding Strategy
1. Immediate Cash Flow
Unlike other marketing strategies where results may take months, DRTV generates instant sales revenue. You’re not waiting on investors, lenders, or backers to release funds. The consumer is essentially your investor—paying you upfront for the product.
This creates a unique loop: your ad funds your sales, and your sales fund more ads. For a product launch, this is a dream scenario.
2. Low Entry Cost Compared to Venture Funding
Securing venture capital requires months of pitching, networking, and often giving up equity. Crowdfunding demands weeks of preparation, video production, and campaign management—with no guarantee of success.
In contrast, test campaigns in DRTV can be launched for tens of thousands of dollars, not millions. If the campaign resonates, you can scale it quickly without sacrificing ownership of your business.
3. Proven Consumer Psychology
DRTV has thrived in the U.S. for decades because it taps into timeless consumer behavior: people respond to compelling demonstrations, urgency, and clear calls to action. Whether it’s fitness equipment, kitchen gadgets, or beauty innovations, some of the biggest consumer product hits—think OxiClean, Proactiv, and ShamWow—were launched through DRTV.
It’s not just about selling; it’s about educating consumers in a way digital banner ads or TikTok clips often can’t.
4. Integration With Today’s Digital Ecosystem
One misconception is that DRTV is outdated in the age of YouTube, Instagram, and TikTok. The reality? DRTV and digital go hand-in-hand.
Most U.S. households still consume television—whether through cable, satellite, or streaming. By driving viewers to a website or landing page, brands can capture leads, retarget buyers on social platforms, and build long-term relationships. A well-crafted DRTV campaign becomes the engine that powers omnichannel marketing.
5. Credibility and Authority
Being on TV in the U.S. still carries an enormous perception of legitimacy. For a new product with no brand recognition, this credibility boost is invaluable. Customers assume that if a brand can afford to be on television, it’s worth taking seriously. This perception often results in higher conversion rates compared to digital-only launches.
How DRTV Funds a Product Launch Step by Step
Let’s look at the practical side of how DRTV can actually fund your product launch.
- Develop a Testable Product Offer
Before investing heavily in inventory, create a strong “offer” that pairs your product with a clear value proposition. This may include bundles, free trials, or bonuses. - Produce a Pilot DRTV Spot
You don’t need a $500,000 Hollywood-style shoot. Many successful DRTV pilots are filmed with lean budgets but clear storytelling, demonstrations, and a call to action. - Run a Test Campaign
Buy off-peak or remnant media slots, which are significantly cheaper. This test helps you measure response rates and optimize messaging. - Measure ROI in Real Time
Because every call, website visit, or QR code scan is trackable, you’ll know exactly what’s working and what isn’t. Unlike traditional advertising, the feedback loop is immediate. - Reinvest Profits Into Scaling
Successful tests are scaled up into larger media buys. The revenue from early campaigns funds new inventory, bigger ad slots, and expanded distribution—without the need for outside capital.
Case Studies: When DRTV Launched Household Names
- OxiClean: This cleaning product went from unknown to a household staple largely because of its infomercials starring Billy Mays. The sales revenue generated by those early DRTV spots funded nationwide retail expansion.
- Proactiv: One of the most successful skincare launches in history leveraged long-form DRTV to educate consumers, generate billions in sales, and create a brand empire—all before the digital age.
- ShamWow: A quirky, inexpensive product that exploded in the U.S. market due to a memorable DRTV campaign, proving that personality-driven storytelling works.
These brands didn’t just make sales; they created a self-sustaining funding mechanism that eliminated the need for traditional financing.
Is DRTV Right for Your Product?
DRTV isn’t a silver bullet. Certain categories perform better than others. Products that solve a problem, demonstrate well on camera, and appeal to mass-market consumers are ideal candidates. If your product is complex, requires heavy explanation, or has niche appeal, DRTV may not be the best starting point.
Additionally, logistics must be in place—inventory, fulfillment, and customer service. The worst thing you can do is run a successful campaign and then fail to deliver orders.
In the crowded world of product launches, most entrepreneurs overlook DRTV in favor of trendier funding methods like crowdfunding or influencer campaigns. Yet in the U.S., DRTV has quietly remained one of the most reliable, scalable, and profitable ways to not only introduce a product but also fund its entire journey from prototype to retail shelves.
If you’re sitting on an innovative product idea and wondering how to finance its debut, don’t ignore the television screen. With the right strategy, your audience doesn’t just buy your product—they fund your business.