New & True: Fast Ball

Description: A magnetic dash mount
Pitch: "Easily adjust your phone 360-degrees to any angle"
Offer: $19.99 for one
Bonus: 2nd one (free)
Marketer: BulbHead (Telebrands)
Producer: Kerrmercials
DRMetrix Rank: No. 10*
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This first tested in April with a slightly different design, and then re-tested in September with the current design.

Phone mounts have a good track record on DRTV. The last success was Emson's Clever Grip, a 2015 True Top Spender. Two years before that, Allstar had a hit with GripGo, a 2013 True Top Spender.

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* Based on weekly monitoring by AdSphere.™ To learn more or to try it for free, click here.

New & True: Ice Genie

Description: An ice cube maker
Pitch: "Replace as many as seven traditional ice cube trays""
Offer: $19.99 for one with anti-slip tongs
Bonus: 2nd one with tongs (just pay a separate fee), free shipping
Marketer: Allstar
DRMetrix Rank: No. 25*
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This first tested in March and represents Allstar's second attempt at launching a new kind of ice maker. The first attempt was No Spill Chill in 2014.

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* Based on weekly monitoring by AdSphere.™ To learn more or to try it for free, click here.

New & True: Calming Comfort

Description: A weighted blanket
Pitch: "Helps you relax so you can fall asleep and stay asleep naturally"
Offer: As low as 3 payments of $33
Bonus: None
Brand: Sharper Image
Marketer: Allstar
Producer: Hutton-Miller
DRMetrix Rank: No. 9*
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Rollouts like these are more evidence that DRTV is evolving. Looking back at my Divine Seven (D7) checklist from 2007, this one defies at least two of those classic criteria. It's not mass market (at least not in the 'one per household' sense), and it's priced five times higher than what used to be considered an impulse price.

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* Based on weekly monitoring by AdSphere.™ To learn more or to try it for free, click here.

New & True: My Fit Jeans

Description: Stretchable jeans
Pitch: "The perfect fit for every woman of every shape, every height"
Offer: $39.99 for one pair (2 sizes, 3 colors)
Bonus: 2nd pair for half off ($19.99)
Marketer: Allstar
DRMetrix Rank: No. 28*
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Jeans-like comfortwear has a solid history of success on DRTV. Hampton's Pajama Jeans (2010-2012) was the original hit. A few years later, a five-way competition in the category resulted in two rollouts (Jeaneez, Slim Jeggings). Ironically, this product is closest to Hollywood Jeanz, one of the three that didn't get traction.

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* Based on weekly monitoring by AdSphere.™ To learn more or to try it for free, click here.

New & True: Ideal Conceal

Description: A concealer for the body
Pitch: "The water & transfer-proof solution to instant body perfection"
Offer: $29.99 for a bottle (choice of two shades)
Bonus: 2nd bottle (just pay a separate fee), free shipping
Starring: Taylor Baldwin
Marketer: Top Dog
DRMetrix Rank: No. 37*
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* Based on weekly monitoring by AdSphere.™ To learn more or to try it for free, click here.