There are 2 parts to a marketing program involving commercials or infomercials:
Of the two, air time is the most expensive undertaking and should be researched before contemplating the actual production of the program. This will involve knowing:
For very, very simple commercials – (eg. a talking head, or photos), the TV network will often bundle the cost of the filming and production into the air time costs, or will use the air time cost to subsidize the video production by their crews. Most stations that air commercials do not have the sophisticated equipment or time necessary to give you much creative variety in your production. Nor do they have the marketing talent to concern themselves with whether your program will achieve your objectives.
For more complex commercials – involving video, animation, lots of graphics, fancy effects, and background music, it is only cost effective to go to an independent video production studio (such as Video Excellence Productions) who will only concentrate on helping create your message to accomplish your needs.