The IMS Top 50 Infomercials and Short-Form Spots of 20081 Dec, 2008 By: Response Contributor Response
Once again, Response Magazine is proud to present one of its most popular annual features. For the seventh consecutive year, Infomercial Monitoring Service Inc. (IMS) has provided its ranking of the top 50 infomercials and short-form spots.
IMS TOP 50 INFOMERCIALS OF 2008
Short form's influence within the direct response market is booming, as the magazine's monthly media billings research shows. Traditional advertisers continue to flood the space with their own DR spots. At the same time, the infomercial market rebounded slightly, with 478 new infomercials airing — a 4.5-percent jump from 2007, but still about 20 percent shy of 2006 results.
The rankings provided by IMS are based solely upon the frequency of programs aired on cable networks monitored by IMS from Jan. 1, 2008 through Oct. 31, 2008.
DR Airings Rise Slightly in Both Long and Short Form
The 2008 IMS top-50 results show an increased number of new long-form infomercials. In 2008, there were 478 new shows aired and detected by IMS, outstripping the tally of 457 shows a year ago. While "Health and fitness" infomercials have dominated the industry for eight years, the category suffered a slight drop in 2008. Three infomercials from the category ranked in the IMS top 10: BeachBody's "P90X," Maximizer Health Product's "Extenze" and Total Gym Fitness LLC's "Total Gym."
The big winner in this year's top 10 is the "Business and finance" category. The category's share of the long-form market increased from 2007, and those results were reflected most clearly in the long-form top 10, where five shows cracked the list, including "Free & Clear" by John Beck Amazing Profits LLC; "Shortcuts to Internet Millions" by Jeff Paul LLC; "Debt Cures" by Quick Serve Network Direct; "Auctions for Income" by Auction Profits LLC; and "Cash Flow Business" by Dalbey Education Institute. The "Household" category also rose in 2008 with Euro-Pro's "Shark Steam Mop" show leading the rankings. "Beauty" category shows also gained a percentage point of share, with Bare Escentuals' "bareMinerals" as the category's frontrunner for 2008.
IMS also detected an increase in new short-form spots for 2008, with a rise of more than 200 detected short-form airings. "Health and fitness" spots jumped seven percentage points with BodyRev's "Perfect Pushup," NutriSystem Inc.'s "NutriSystem Advanced" and Living Essentials' "5-Hour Energy" all ranking among the top 10 spots. "Beauty" continues to hold its own with Guthy-Renker's formidable "Proactiv Solution" ranking No. 4. The "Business and finance" category could not duplicate its long-form success, losing four percentage points of market share in short form.