November 01, 2019

New & True: Pac N Stack

Description: Vacuum storage bags
Pitch: "Pack all your clothes in half the space"
Offer: $19.99 for a pump and 4 bags
Bonus: Double the offer (just pay a separate fee), free shipping
Rank: No. 17*
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Space Bag storage packs were on the Jordan Whitney annual from 2000 all the way until 2013. The campaign was in the Top 10 in 2002, 2011 and 2012, peaking at No. 4 (in 2012). That makes the concept one of the most gold of old, so it's no wonder this campaign for a similar product has found its way into the DRMetrix Top 40.

* DRMetrix Weekly Top 40, Short Form Week 43 (Source: AdSphere)

New & True: Derma RPX

Description: A wrinkle cream
Pitch: "Instantly get rid of bags and dark circles under your eyes"
Offer: $19.99 for one
Bonus: Free shipping
Starring: Amy Simon
Marketer: Emson
Producer: Hutton-Miller
Rank: No. 18*
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* DRMetrix Weekly Top 40, Short Form Week 43 (Source: AdSphere)

New & True: ThermaComfort

Description: A hot/cold weighted neck wrap
Pitch: "Instantly calms and relaxes you with deep pressure therapy while it soothes away the pain"
Offer: $29.99 for one with free shipping
Bonus: Storage bag (free)
Brand: Calming Comfort
Marketer: Allstar
Producer: Hutton-Miller
Rank: No. 34*
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This is similar in design to a 2013 Allstar project called Soothing Shawl. The new twist is the addition of weight and the Calming Comfort brand.

* DRMetrix Weekly Top 40, Short Form Week 43 (Source: AdSphere)

October 30, 2019

Short Form Set to Decline 33% in 2019

After two years of growth in 2016 and 2017, short-form DRTV spending declined 9.56 percent in 2018 and is expected to decline a whopping 33.22 percent this year.

This is just one of the many surprising findings in DRMetrix's newly released AdSphere 5 x 5 Industry Study. The study covers five years (2015-2019) and five industry segments, including short-form, five-minute and long-form/infomercial advertising.

While the news isn't great for short form, there are some bright spots in the report. Odd formats other than 30s, 60s and 120s are "growing by leaps and bounds," according to a press release out today:

"Specifically, airings of 45-second spots grew a staggering 583 percent in 2018 while 180-second spots grew a whopping 487 percent and 75- second spots grew 185 percent ..."

You can download a free copy of the complete report here or by clicking the image below.


October 14, 2019

AdSphere Passes 50 Million Airings

On Sunday, AdSphere passed a new milestone: 50 million airings detected.

To celebrate, DRMetrix will be releasing its first "5x5" industry study, which stands for five years (2015-2019), five industry classifications. The study will debut at the PDMI West show in San Diego next week.

I previewed some of the study's findings in a post last week, including the finding that in 2018 "more than $12.3 billion of national ad spending went to TV commercials that ask consumers to take action."