July 09, 2018

The Mid-Year True Top 50


(Click to see the complete chart)

It's that time again, and I have big news: We have two new champions in both the True Top Marketers and True Top Producers categories. Congratulations to the new kings of DRTV!

TRUE TOP MARKETERS

E. MISHAN & SONS (aka Emson) has now surpassed both IdeaVillage and Telebrands to take the No. 1 slot. Here's the breakdown and ranking of the Big Five:

  1. Emson (13)
  2.  
  3. IdeaVillage (10)
  4.  
  5. Telebrands (10)
  6.  
  7. Allstar (5)
  8.  
  9. Ontel (2)
  10.  

Additional congratulations to ALLSTAR PRODUCTS GROUP for having the No. 1 campaign of the first half: MagicBax.

(See also: My review of MagicBax in the latest issue of Response.)

TRUE TOP PRODUCERS

PADDOCK PRODUCTIONS has edged reigning champion Blue Reef to become the production company with the most commercials in the Top 50. Here's the complete breakdown:

  1. Paddock (8)
  2.  
  3. Blue Reef (7)
  4.  
  5. Hutton-Miller (7)
  6.  
  7. Cole (4)
  8.  
  9. Sullivan (4)
  10.  
  11. Kerrmercials (3)
  12.  
  13. Infomercials Inc. (2)
  14.  
  15. Launch DRTV(2)
  16.  
  17. Schwartz (2)
  18.  
  19. Blue Moon (1)
  20.  
  21. Bluewater (1)
  22.  
  23. Concepts (1)
  24.  
  25. Monte-Brooks (1)
  26.  
  27. Morgan James (1)
  28.  
  29. Opfer (1)
  30.  

Special kudos to HUTTON-MILLER, which tied Blue Reef at one hit away from the top slot.

In case you're interested, the complete chart now has producers assigned to each campaign, so you can see who created that hit commercial you've been admiring.

TRUE TOP FEEDERS

There's no sense doing a ranking for this category because only two publicly known feeders had hits in the Top 50, and all but one of them came from a single company: PARAGON PRODUCTS.

We* upped our count to a whopping seven hits. They are: Bell+Howell TacGlasses (6), Bell+Howell TacLight Elite (18), RoboTwist (34), Bell+Howell TacVisor (35), Bell+Howell Night Vision TacGlasses (38), Atomic Charge Wallet (44) and Bell+Howell TacLight (50).

METHODOLOGY

Lastly, here's a quick explanation of my methodology once again. First, I only looked at campaigns labeled "Short Form Products" in the DRMetrix system. I did not consider lead generation or other types of campaigns. This time, I also excluded brand advertisers as I have figured out a sensible way to do so. However, astute observers will note the Spend Index is still keyed to a brand advertiser, Proactiv, which had the top Spend Index of 100 yet again.

Second, the date range for this analysis was January 1 to June 24, 2018. Again, that may have hurt campaigns that rolled out pre-holiday, this spring and so on. Sorry folks, but I still have no good way of correcting for that.

Third, I keep tweaking what formats I include in my analysis. I'm still excluding 30s and shorter formats, but this time I decided to include 60s. That did not seem to change the chart in any meaningful way.

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* For those who still don't know, Paragon Products is a partnership between me and Bill Quarless of Impact Products.

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