Description: A disposable face mask
Pitch: "Four layers of protection"
Offer: $19.90 for 10 masks
Bonus: Free shipping on larger orders
Brand: Air Police
Marketer: Telebrands
Producer: Bluewater
Rank: No. 17*
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This is one of five disposable masks that have been tested during the coronavirus pandemic.
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* DRMetrix Weekly Top 40, Short Form Week XX (Source: AdSphere)
Description: A rechargeable fan
Pitch: "Unfolds into your own personal wind machine"
Offer: 2 pay of $19.99 for one
Bonus: None
Brand: Bell+Howell/My Foldaway
Marketer: Emson
Producer: Hutton-Miller
Rank: No. 20*
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This is a brand extension of My Foldaway Mirror, which was No. 48 on the 2018 True Top 50.
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* DRMetrix Weekly Top 40, Short Form Week 26 (Source: AdSphere)
Description: A cell phone holder
Pitch: "Expands or contracts to lock into any size cup holder"
Offer: $19.99 for one
Bonus: 2nd one plus 10-pack of masks (just pay a separate fee)
Marketer: Telebrands
Producer: Company
Rank: No. 29*
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Telebrands marketed a similar product called GPS Pal in 2008. It also made an appearance on the first episode of Discovery's PitchMen in 2009.
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* DRMetrix Weekly Top 40, Short Form Week 26 (Source: AdSphere)
Description: A portable air cooler
Pitch: "Delivers a refreshing cool breeze powered by ice"
Offer: $39.99 for one with 3 Blast Packs
Bonus: 2nd set for 50% off, free shipping
Brand: Sharper Image
Marketer: Allstar
Producer: Hutton-Miller
Rank: No. 38*
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This is something rare: A truly new and unique innovation. I can see why it's doing well.
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* DRMetrix Weekly Top 40, Short Form Week 26 (Source: AdSphere)
I am no longer publishing a mid-year True Top 50. If I were, here is how the Big 5 marketers would rank:
That’s based on the number of campaigns that have spent at least $1 million (based on DRMetrix spend estimates) during the first six media months of the year. IdeaVillage would actually be No. 2 if I counted the four Finishing Touch Flawless campaigns that are now listed under Church & Dwight.
Now here’s how that same list would look based on total DRMetrix spending:
IdeaVillage is No. 1, and that’s without even including the Finishing Touch Flawless campaigns in the spending calculation.
Lastly, for fun, here’s how the list would look based on Top 25 rollouts only:
Emson has 17 campaigns over all and six in the Top 25. IdeaVillage has eight campaigns overall, and more than half are in the Top 25. (Adding Church & Dwight campaigns would get IdeaVillage to 12 and nine.) Telebrands has 11 campaigns overall and four in the Top 25. Ontel and Allstar tie at four each with two and no campaigns in the Top 25, respectively.
As for Paragon Products, we have six campaigns overall and two in the Top 25.
I was too lazy to run down the producers for all of the campaigns that spent above $1 million, but it seems the usual True Top Producers are continuing their reign. Between Copper Fit and all the Finishing Touch Flawless creatives, Blue Reef has eight campaigns in the Top 25 alone. Hutton-Miller has three in that set, and Paddock Productions has two.
Congratulations to everyone who is already having a great year. I’ll name the official True Top 50 champions sometime in January 2021. Good luck, everyone!
