Information commercial. Feature-program length (usually 15 to 30 minutes duration) commercial presented more as a talk show than a promotion. Aired normally at fringe times (late night to early morning), infomercials aim at building awareness of a product or service by demonstrating its use and benefits. Typically, they include an attractive direct response offer (with toll-free numbers) designed to elicit on-the-spot orders. Its print equivalent is advertorial.