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