May 04, 2020

New & True: Copper Fit Ice Knee

Description: A knee sleeve
Pitch: "The healing sensation of menthol and the energizing properties of CoQ10"
Offer: $19.99 for one
Bonus: Free shipping
Brand: Copper Fit
Marketer: IdeaVillage
Producer: Blue Reef
Rank: No. 7*
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This is the first Copper Fit-branded product I have logged this year and the 25th since the original Copper Fit first hit the charts in 2014.

IdeaVillage launched two Copper Fit campaigns last year: a third version of Copper Fit Energy Socks (Easy On-Easy Off), which is currently No. 6 on the DRMetrix Top 40 chart, and a Copper Fit pillow called Angel Sleeper, which is currently No. 23.

Also on the Top 40 chart this week: Copper Fit Advanced Back Pro at No. 32 and Copper Fit Compression Gloves at No. 5. IdeaVillage is clearly on a roll again and looking to build yet another formidable brand.

On a related note: If you count the Flawless line, now with Church & Dwight, IdeaVillage has the top seven hits this week and eight of the top 10.

* DRMetrix Weekly Top 40, Short Form Week 18 (Source: AdSphere)

New & True: Shine Armor

Description: A car wax alternative
Pitch: "Shines, seals & protects your car's paint in just one easy step"
Offer: $19.99 for the bottle & 2 microfiber towels with free shipping
Bonus: Double the offer (just pay a separate fee)
Marketer: Ontel
Rank: No. 8*
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This product was originally tested under the name Armor Tech (or Auto Armor) about this time last year.

* DRMetrix Weekly Top 40, Short Form Week 18 (Source: AdSphere)

New & True: Turbo Pump

Description: A battery-powered pump
Pitch: "Transfer gas, water and more without the mess"
Offer: $19.99 for one with free shipping
Bonus: 2nd one (just pay a separate fee)
Marketer: Ontel
Rank: No. 19*
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This project was originally tested in September of 2017 under the name "Pump Perfect." It was tested again (under this name) in March of 2018 for $39.99.

It seems the project has finally found its success formula.

* DRMetrix Weekly Top 40, Short Form Week 18 (Source: AdSphere)

New & True: Egg Pod

Description: A egg cooker & desheller
Pitch: "Perfectly cooked eggs come out – already deshelled and ready to enjoy"
Offer: $19.99 for one with free shipping
Bonus: None
Marketer: Emson/Paragon
Producer: Paddock
Rank: No. 28*
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* DRMetrix Weekly Top 40, Short Form Week 18 (Source: AdSphere)

April 08, 2020

Industry News: The Number is $17.9 Billion

In a new press release cheekily titled, "17.9 Billion Reasons Consumer-Response TV Advertising is Here to Stay," DRMetrix CEO Joseph Gray has revealed updated figures from his AdSphere 5 x 5 Industry Study.

According to the release, "$17.9 billion of national ad spending last year went to TV commercials that ask consumers to take action, such as by visiting a website or going to an app store."

Gray explains:

“Last year was another year of growth for the industry. That said, we’re definitely seeing an overall decline in recent weeks due to Covid-19. While we expect to see a downturn overall in advertising expenditures for 2020, we are seeing sectors of the industry actually increasing spend during this time.

“To help measure more recent impacts to the industry, we have created a television frequency tracking page on our website to provide insights on which sectors of the industry are increasing/decreasing frequency on national television.”

You can read the complete release here, download a free copy of the updated report here and visit the coronavirus impact tracker here.