The IMS Top 50 Infomercials and Short-Form Spots of 200910 Dec, 2009 By: Robert Hoffman, Peter Zalla, Jennifer Muniz, IMS Response
Health-and-Fitness Category Again Drives Infomercial Sector
By Peter Zalla
Historically, health and fitness has been a category that represents a large portion of new and top performing infomercials each year, and 2009 was no different. Exercise equipment and weight-loss programs ranked in the top 100 every week of 2009. Leading the pack in IMS’ 2009 Top-50 infomercial rankings is the Beachbody brand from Product Partners, which had four top-50 products: No. 2 P90X; No. 11 Slim in 6; 10-Minute Trainer at No. 13; and No. 47 Hip- Hop Abs.
Others ranking in the top 50 include Ab Circle Pro by Direct Entertainment Media Group at No. 14, Ab Rocket by Ab Rocket (No. 16), Food Lovers Fat-Loss System by Food Lovers LLC (No. 18), Contour by Contour Technology LLC at No. 30, and Body Makeover by Provida Life Sciences at No. 50. At the same time, recently seen garment products from Kymaro, such as the New Body Shaper (No. 8) and Curve Control Jeans (No. 29) appealed to those looking for a quick makeover without dieting and exercise. And what about old standby Total Gym by Total Gym Fitness LLC? It ranked No. 10 for 2009 but has the supreme distinction of having made it on the IMS charts for more than 665 consecutive weeks.
Elsewhere, home improvement products and tools are well represented throughout the rankings. While Worx Yard Tools brought consumers the Worx Trivac and Worx GT Grass Trimmer and Edger. Rockwell Tools offered the Sonicrafter and Jawhorse, the Kreg by Kreg Tool Company (No. 43) and the Fein Multimaster (No. 25) by Fein Tools Inc. are examples of shows that ranked in the IMS Top 50. All of these products appealed to a broad range of homeowners, landscapers and construction workers and the shows that featured them are well produced with relevant and practical demonstrations that effectively show the benefits of the products.
An innovative craft and hobby product that placed No. 7 in 2009 is Cricut Expression by Provo Craft. Other fun, stay-at-home products included Slice by Making Memories, the Yodu and YourStory.
A variety of steam products, mops and vacuums competed for top positions in the IMS 2009 rankings. Shark led the way with multiple products, including the Shark Multi Vac, Shark Steam Pocket, Shark Portable Steam Pocket (No. 27), Shark Steam Mop (No. 36), Shark Navigator and Shark VX3. Other successful products in this field included the Oreck XL Platinum by Oreck Direct LLC, the Rug Doctor by Rug Doctor Inc., the HAAN Steam Cleaning Sanitizer by HAAN Corporation (No. 33), the Monster 1200W by Euroflex (No. 37), Flex by Black & Decker, Garry Vacuum by Envion, and the Swivel Sweeper G2 by Ontel Products Corp.
Kitchen appliances that made the IMS Top 50 include: the Nu-Wave Oven from Hearthware Home Products at No. 20; Jack LaLanne’s Power Juicer Pro from TriStar Products at No. 32; and Ronco Six-Star from Ronco Corp. at No. 35. Other notable shows in 2009 in this space included Xpress Redi Set Go from GT Direct, Foodsaver System from Sunbeam Products, Inc., and the Butterball Turkey Fryer from Masterbuilt, which debuted just in time for the holidays.