The IMS Top 50 Infomercials and Short-Form Spots of 200910 Dec, 2009 By: Robert Hoffman, Peter Zalla, Jennifer Muniz, IMS Response
Gold Products, Allstar’s Hit Factory Help Boost Short-Form Market
By Jennifer Muniz
There was a gold rush in 2009 to make it to the top of IMS’ Top 50 spot rankings. With more than 15 different gold buyback programs advertised in spots during the year, only Cash4Gold (No. 3) and Goldkit (No. 29) finished the year ranked top 50.
Allstar Marketing LLC had a prolific year in 2009 with a significant number of new spots, including Bumpits (No. 40), Strap Perfect (No. 32), Topsy Turvy Tomato (No. 24) and the ever-popular Snuggie — available in 2009 in animal prints and for pets — which finished at No. 5.
The year also saw a huge increase in airings for PC performance software, such as FinallyFast.com, My Clean PC, Double My Speed and more.
In the past, health-and-fitness products have dominated the market with sustainable products like Total Gym by Total Gym Fitness, Bowflex Home Gyms by Nautilus and NordicTrack by Icon Health. In 2009, new, creative and fun ways to exercise hit the market, with novel products such as Shake Weight by Fitness IQ (No. 50), Flirty Girl Fitness (No. 34) by Savvier, and Tower 200 from Body By Jake.
Psychic Hotlines were a huge success in the 1990s, but practically extinct until this year’s comeback with California Psychics (No. 21) and Psychic Source. Perhaps consumers are looking for answers during uncertain times.
With 2009’s economic downturn, more Americans began cutting costs at home by making repairs and doing projects themselves with gadgets and appliances, such as the Water Jet by National Express Online. SpongeTech by SpongeTech Delivery Systems Inc. (No. 28), and Turbo Snake by Ontel Products, also helped make household chores easier.
Personal products and household items continued to perform well in 2009. EZ Comb (No. 45) and Shoes Under (No. 36) by TELEBrands ranked well throughout the year. IdeaVillage had continued success with three spots in the top 50 — Smooth Away (No. 7), HD Vision Wraparounds (No. 46) and Loud & Clear (No. 49). Always Fresh Containers by TV Products came on strong late in the year, finishing at No. 30.
Proactiv Solution by Guthy-Renker Corp. continued its lengthy run, finishing No. 2. In its many versions, Proactiv Solution spots have been on the IMS charts for more than 12 years.