August 02, 2021

True Top 10 (July 2021)

Still pretty slow. Most of the top campaigns from last month remain at the top. They just shuffled around a little.

Here is your True Top 10 for July 2021:

  1. Arctic Air Pure Chill
  2.  
  3. Copper Fit Ice Knee Sleeves
  4.  
  5. MicroTouch Titanium Trim
  6.  
  7. Copper Fit Never Lost Mask
  8.  
  9. Copper Fit Energy Socks
  10.  
  11. Gotham Steel Stackmaster
  12.  
  13. Copper Fit Compression Gloves
  14.  
  15. Lucinda's Kitchen Spurtle
  16.  
  17. Viviscal
  18.  
  19. Bell+Howell Bionic Spotlight

Ontel's new Arctic Air takes the top spot. IdeaVillage's Copper Fit is still the No. 1 brand in the Top 10.

We have seen a lot of campaigns, some of them older, jump into the Top 10 list for a month and then disappear. Last month, it was two older campaigns (Avento's Hearing Assist and Eagle Eye's Hydro Mousse). For fun, I took a quick look at where those campaigns fell last month.

The answer: Hearing Assist dropped all the way down to No. 98 (from No. 7 last time), and HydroMousse dropped to No. 19 (from No. 5).

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Source: AdSphere™ brand rankings for the last media month.
Visit DRMetrix for more information.

July 28, 2021

Ron Popeil, RIP

Sad news, I'm afraid. TMZ is reporting that the great Ron Popeil "experienced a severe medical emergency Tuesday and died early Wednesday morning at Cedars-Sinai Medical Center in L.A." He was 86.

Early in my career, I met Mr. Popeil at the Housewares Show in Chicago and later had the honor of interviewing him for a newsletter that IdeaVillage CEO Andy Khubani and I were doing at the time. Mr. Popeil was always gracious and full of gems, which I eagerly snapped up and put to good use. May he rest in peace. His impact on our industry is immeasurable.

For those interested, you can download and read the interview with Mr. Popeil. I also highly recommend his autobiography, Salesman of the Century. The title is no exaggeration: He was indeed.

July 07, 2021

True Top 10 (June 2021)

Not much going on these day. Here is your True Top 10 for June 2021:

  1. MicroTouch Titanium Trim
  2.  
  3. Arctic Air Brella Shield
  4.  
  5. Copper Fit Ice Knee Sleeves
  6.  
  7. Arctic Air Pure Chill
  8.  
  9. Hydro Mousse
  10.  
  11. Bell+Howell Bionic Spotlight
  12.  
  13. Hearing Assist
  14.  
  15. Bell+Howell Bionic Floodlight
  16.  
  17. Meaningful Beauty Supreme System
  18.  
  19. Copper Fit Never Lost Mask

A couple of old campaigns have suddenly resurfaced. Avento's Hearing Assist first tested in the spring of 2018, and I have Eagle Eye's Hydro Mousse originally airing in the spring of 2014.

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Source: AdSphere™ brand rankings for the last media month.
Visit DRMetrix for more information.

Arctic Air Pure Chill

Description: A personal space cooler
Pitch: "Super cools your place in just seconds"
Offer: $39.99 for one with free shipping
Bonus: 2nd one (just pay a separate fee)
Brand: Arctic Air
Marketer: Ontel
Visit Website

The original Arctic Air was a portable cooling device that was No. 5 on the 2018 True Top 50.

June 07, 2021

True Top 10 (May 2021)

It's June already, so let's take a look back at last month and see who topped the spending charts.

Here is your True Top 10 for May 2021:

  1. MicroTouch Titanium Trim
  2.  
  3. Copper Fit Never Lost Mask
  4.  
  5. Arctic Air Brella Shield
  6.  
  7. Bell+Howell Bionic Spotlight
  8.  
  9. Copper Fit Ice Knee Sleeves
  10.  
  11. Bell+Howell Bionic Floodlight
  12.  
  13. NutriChopper
  14.  
  15. Granitestone Blue
  16.  
  17. Bell+Howell Tac Shaver
  18.  
  19. MicroTouch Solo Titanium

Emson pushed IdeaVillage out of its position of total dominance, grabbing five top slots last month. IdeaVillage still occupied four slots, including the top two.

That's right: Together, these two marketers accounted for almost every campaign in the top 10. Only Ontel managed to join them with a new hit perfectly timed for the summer season (Brella Shield).

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Source: AdSphere™ brand rankings for the last media month.
Visit DRMetrix for more information.

Arctic Air Brella Shield

Description: A windshield umbrella
Pitch: "Keep your car cool even on the most blistering hot days"
Offer: $19.99 for one with carrying case, free shipping
Bonus: Double the offer (just pay a separate fee)
Brand: Arctic Air
Marketer: Ontel
Visit Website

This came out a few weeks after Allstar's Brella Shade, which is also in rollout.

The original Arctic Air was a portable cooling device that was No. 5 on the 2018 True Top 50. Since then, Ontel has also released Arctic Air Ultra and Arctic Air Pure Chill.

Bionic Floodlight

Description: A solar-powered floodlight
Pitch: "Showers a super span of light, right where you need it"
Offer: $29.99 for one with free shipping
Bonus: 2nd one (just pay a separate fee)
Brand: Bell+Howell
Marketer: Emson (2020 True Top Marketer)
Visit Website

This is the third Bionic light Emson has released. The others were the original Bionic Light and Bionic Spotlight, which was No. 9 on the 2020 True Top 50.

MicroTouch Solo Titanium

Description: A razor-like electric shaver
Pitch: "Trims, edges, grooms and shaves any hair anywhere"
Offer: $29.99 for one
Bonus: 3 grooming guides (free)
Brand: MicroTouch Titanium
Marketer: IdeaVillage
Producer: Blue Reef
Visit Website

This is a line extension of the original MicroTouch Solo, which was No. 3 on the 2019 True Top 50.

May 14, 2021

Silver Lining Update


Back in October, I wrote about the pandemic's 'silver lining' for DRTV advertisers: record-breaking sales. The post was about a report from DRMetrix showing that during and after the quarantine period of March to May, the top marketer increased spending by an eye-popping 1,420% over the previous year and “increases of 300% to 400% were not uncommon.”

Now comes a new report from DRMetrix covering all of 2020. It finds that spending on all short-form products increased more than 55%. This is especially good news since spending in the category had been sliding, tumbling more than 26% the year before (click the chart above).

“It’s amazing when, during a huge media disruption, you have one sector of the industry that has 20/20 vision,” says Joseph Gray, CEO of DRMetrix, in a new blog post about the study. “Performance-based television advertisers could see what was really happening with their TV advertising investment and KPIs in real time down to the network, daypart, and creative level. What they discovered is that response levels were at an all time high while media rates were at an all time low. Moreover, performance-based television advertisers could measure that consumers were still responding, engaging, and buying.”

Check out the full Covid Edition report for more information.

May 04, 2021

True Top 10 (April 2021)

It's the beginning of May, so it's time to take a look back at last month.

Here is your True Top 10 for April 2021:

  1. Copper Fit Never Lost Mask
  2.  
  3. MicroTouch Titanium Trim
  4.  
  5. Bell+Howell Tac Shaver
  6.  
  7. Copper Fit Ice Knee Sleeves
  8.  
  9. Copper Fit Angel Sleeper
  10.  
  11. Bell+Howell Bionic Spotlight
  12.  
  13. Lucinda's Kitchen Spurtle
  14.  
  15. Copper Fit Energy Socks
  16.  
  17. Clean Zone
  18.  
  19. Granitestone Blue

IdeaVillage keeps the top spot and continues to dominate in spending, but 'only' had 50 percent of the top 10 last month.

Emson's Bionic Spotlight drops another place to No. 6, but its TacShaver (with Paragon) rockets back up the charts to No. 3 and its Granitestone Blue pans get in at No. 10, giving Emson two more chart-toppers than last month.

Meanwhile, Telebrands falls out of the top 10 completely, replaced by Top Dog's juggernaut Clean Zone and newcomer Kalorik with its Kitchen Spurtle.

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Source: AdSphere™ brand rankings for the last media month.
Visit DRMetrix for more information.

May 03, 2021

Lucinda's Kitchen Spurtle

Description: A wooden spatula
Pitch: "Ten tools in one"
Offer: $19.99 for a set of four
Bonus: Double the offer (just pay a separate fee)
Starring: Lucinda Scala Quinn
Marketer: Kalorik
Visit Website

Telebrands tested this product in late 2018 under the name Amish Spurtle with a commercial starring Cathy Mitchell. It was never heard from again, and I wasn't surprised.

I would never have guessed a wooden spatula (with a brand name that sounds like an exploding tortoise, no less) could be successful on DRTV. I guess Ms. Quinn has a much bigger following than I knew.

Granitestone Blue

Description: A set of nonstick pans
Pitch: "The fast, easy way to cook gourmet family meals every day"
Offer: 4 pay of $49.95 with free shipping
Bonus: 3-piece steamer/fryer set, 5-piece bakeware set (free)
Brand: Granitestone
Marketer: Emson (2020 True Top Marketer)
Producer: Hutton-Miller (2020 True Top Producer)
Visit Website

The first blue pan is DRTV history was IdeaVillage's Yoshi Blue, which became one of the True Top Spenders of 2012.

In 2018, The Cookware Company launched its Blue Diamond pan and has put out three line extensions since then, including a griddle and a "Dutch oven" pot.

April 07, 2021

True Top 10 (March 2021)

Now that last year's campaigns have been officially measured and ranked, let's see which campaigns are on pace to be the best of this year.

Here is your True Top 10 for March 2021:

  1. MicroTouch Titanium Trim
  2.  
  3. Copper Fit Never Lost Mask
  4.  
  5. Cool Turtle
  6.  
  7. Copper Fit Angel Sleeper
  8.  
  9. Bell+Howell Bionic Spotlight
  10.  
  11. Finishing Touch Flawless Pedi
  12.  
  13. Copper Fit Energy Socks
  14.  
  15. Finishing Touch Flawless Salon Nails
  16.  
  17. Grease Police
  18.  
  19. Copper Fit Ice Knee Sleeves

IdeaVillage moves back into the top spot and continues to dominate with seven of the top 10, same as last month. Telebrands makes two appearances again, including one of only two new campaigns on the list. Emson's sole top-10 campaign remains in the top five but slips another place to No. 5.

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Source: AdSphere™ brand rankings for the last media month.
Visit DRMetrix for more information.

Grease Police


Description:
A cleaner & degreaser
Pitch: "Works on nearly all stubborn messes, even ones that have been baked on for years"
Offer: $14.99 for a bottle
Bonus: 2nd bottle, 10 face masks (just pay a separate fee)
Marketer: Telebrands
Producer: Sullivan
Visit Website

This originally tested in March of 2019.

Finishing Touch Flawless Pedi


Description: A pedicure device
Pitch: "Treat your feet to an at-home salon-style pedicure"
Offer: $19.99 for one
Bonus: Free shipping
Brand: Finishing Touch Flawless
Marketer: IdeaVillage/Church & Dwight
Producer: Blue Reef
Visit Website

This product is similar in concept to Flawless Salon Nails, which is No. 8 on the March True Top 10.

April 06, 2021

The 2020 True Top 50

After much anticipation and delay, it's finally time to reveal the best campaigns of last year...

(Click to see the complete chart)

As you will notice, the trend toward brands and lines continues apace. More than half of the top 50 campaigns are for branded products in a line, and seven of the top 10 campaigns meet that criterion. Brands with more than one campaign on the chart this year include: Flawless, Bell+Howell, Copper Fit, GraniteStone, Hempvana, Gotham Steel and Atomic Beam. Several others (e.g. Calming Comfort, Contour) have made multiple appearances on the charts over the years and are well represented at retail.

TRUE TOP MARKETER

On the heels of being named AdSphere's Advertiser of the Year, EMSON wins 2020 True Top Marketer. The company matched last year's impressive output with 14 campaigns in the top 50. This is Emson's third year in a row in the top spot, and its second title since the True Top 50 began.

Here's the Big Five ranking:

  1. Emson
  2.  
  3. IdeaVillage
  4.  
  5. Telebrands
  6.  
  7. Allstar
  8.  
  9. Ontel

TRUE TOP PRODUCER

Meanwhile, another familiar name returns again to claim the 2020 True Top Producer title: HUTTON-MILLER. John, Peter and their incredibly talented team had the most diversity in their portfolio of winners and, perhaps most impressive, top-50 hits with five different DRTV marketers (Allstar, Emson, Ontel, SAS and Top Dog). They are clearly at the top of their game.

Below are the top 10 producers in our industry right now in ranked order:

  1. Hutton-Miller
  2.  
  3. Blue Reef
  4.  
  5. Cole
  6.  
  7. Paddock
  8.  
  9. Sullivan
  10.  
  11. Bluewater
  12.  
  13. Schwartz
  14.  
  15. Opfer
  16.  
  17. Best Buys
  18.  
  19. Morgan James
  20.  

TRUE TOP FEEDER

Paragon Products remains the most prolific hits-generator in the industry. In 2020, three Paragon rollouts made it into the top 50: Bell+Howell TacShaver (No. 13), Bell+Howell TacVisor (No. 21) and Egg Pod (No. 42).

Congratulations to the new champions of 2020!

April 03, 2021

Emson & IdeaVillage Win 2020 AdSphere Awards


DRMetrix announced the winners of its fifth annual AdSphere Awards April 2. The awards recognize the best advertisers and brands of 2020 in four categories: short form, long form (infomercials), brand and lead generation.

In the short-form category, EMSON won Advertiser of the Year for the third year in a row, and IDEAVILLAGE won Brand of the Year for its Copper Fit Energy Plus Compression Socks campaign.

Congratulations to the winners!

Trophies will be handed out on the red carpet at PDMI West in San Diego this October. Click here for more information.

March 02, 2021

True Top 10 (February 2021)

Last month, I promised to release my much-anticipated 2020 True Top 50. Well, it's taking a little longer than expected, but I promise it will be worth the wait.

In the meantime, here is your True Top 10 for February 2021:

  1. Cool Turtle
  2.  
  3. MicroTouch Titanium Trim
  4.  
  5. Copper Fit Never Lost Mask
  6.  
  7. Bionic Spotlight
  8.  
  9. Flawless Salon Nails
  10.  
  11. Finishing Touch Flawless
  12.  
  13. Hempvana End Tag
  14.  
  15. Guardwell Face Protector
  16.  
  17. Flawless Cleanse Spa
  18.  
  19. Copper Fit Ice Knee Sleeves

IdeaVillage continues to dominate with seven of the top 10. Telebrands' pandemic product takes the top spot. Emson's No. 1 product from last month drops into fourth place.

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Source: AdSphere™ brand rankings for the last media month.
Visit DRMetrix for more information.

Never Lost Face Mask

Description: A reusable face mask with lanyard
Pitch: "Never lose your face mask again"
Offer: 19.99 for two gray ones
Bonus: Two blue ones (free)
Brand: Copper Fit
Marketer: IdeaVillage
Producer: Blue Reef
Visit Website

Hempvana End Tag

Description: A skin tag remedy
Pitch: "Put an end to ugly skin tags at home"
Offer: $29.99 for a bottle
Bonus: 2nd bottle (just pay a separate fee)
Brand: Hempvana
Marketer: Telebrands
Producer: Bluewater
Visit Website

February 09, 2021

True Top 10 (January 2021)

Last year, I experimented with the idea of reporting on the top 10 campaigns from the month before. This year, I'm going to make it a regular feature.

To kick things off, here is your True Top 10 for January 2021:

  1. Bionic Spotlight
  2.  
  3. Cool Turtle
  4.  
  5. Angel Sleeper
  6.  
  7. Guardwell Face Protector
  8.  
  9. Copper Fit Ice Knee Sleeves
  10.  
  11. MicroTouch Titanium Trim
  12.  
  13. Bell+Howell TacShaver
  14.  
  15. Flawless Salon Nails
  16.  
  17. Flawless Cleanse Spa
  18.  
  19. Gotham Steel Stackmaster

IdeaVillage dominates with 60 percent of the top campaigns. Emson takes the top spot and 30 percent of the chart. Telebrands surprises with a perfectly timed, innovative No. 2 hit. Let's see what happens this month!

COMING SOON

In just a few days, I will be releasing my much-anticipated True Top 50 chart for 2020 and also announcing my annual True Top Marketer and True Top Producer. Stay tuned!

MicroTouch Titanium Trim

Description: A hair cutting tool
Pitch: "If you can comb it, you can cut it"
Offer: $29.99 for one
Bonus: 4 combs, guard attachment, cleaning brush
Brand: MicroTouch
Marketer: IdeaVillage
Producer: Blue Reef
Visit Website

This is another new twist on Old Gold. The original hit was IdeaVillage's Just-A-Trim, which was No. 27 on the 2005 JW Annual.

IdeaVillage brought the concept back, in part, with MicroTouch Switch Blade in 2013.

Finishing Touch Flawless Salon Nails

Description: A mani/pedi tool
Pitch: "Stunning results -- like you just stepped out of the salon"
Offer: $19.99 for one with free shipping
Bonus: Six heads (free)
Brand: Finishing Touch Flawless
Marketer: IdeaVillage/Church & Dwight
Producer: Blue Reef
Visit Website

The product is reminiscent of the nail buffers that battled it out in 2015, including one from IdeaVillage called Naked Nails.

Finishing Touch Flawless Cleanse Spa

Description: A spinning brush
Pitch: "Cleanse, massage and exfoliate your skin with one beauty tool"
Offer: $29.99 for one with free shipping
Bonus: Three heads, shower hook (free)
Brand: Finishing Touch Flawless
Marketer: IdeaVillage/Church & Dwight
Producer: Blue Reef
Visit Website

This brings Spin Spa into the Flawless family. That product was a 2006-2007 IdeaVillage hit that came back and was No. 4 on the 2017 True Top 50.

Gotham Steel Stackmaster

Description: Stackable nonstick cookware
Pitch: "The cookware you can stack to get your space back"
Offer: 4 pay of $39.99 with free shipping
Bonus: Basket fryer, steamer basket, 5-piece utensil set
Brand: Gotham Steel
Marketer: Emson
Producer: Hutton-Miller
Visit Website