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Direct Response Marketing

The IMS Top 50 Infomercials and Short-Form Spots of 2008

1 Dec, 2008 By: Response Contributor Response


Financial Products Lead the Way in a Troubled Economy

With the financial crisis of 2008, it's not surprising that the year produced an abundance of infomercials offering ways to generate cash and relief for those struggling to pay their mortgages and manage their debt.



Economic constraints actually created some new life for DR marketers, shifting the focus of many to address consumers' financial issues. With high unemployment rates and low consumer confidence, it's not hard to imagine that more people these days are open to DR advertising.

More Americans are desperate to find ways to generate additional income, lower monthly payments, eliminate debt and repair their credit. Thanks to this interest, five finance-related long-form infomercials make up half of this year's IMS infomercial top 10.

A small number of spots for credit repair were detected in 2008, but surprisingly they aired with much less frequency than the long running gold buy-back spots "Gold Kit" and newcomer "Cash 4 Gold." Both jockeyed for leading positions on the weekly IMS rankings in 2008.

IMS TOP 50 SPOTS OF 2008
IMS TOP 50 SPOTS OF 2008

It seems that many marketers have been releasing new versions of existing shows, but they have been less likely to risk introducing new products. That creates an opening for the industry to promote new products that meet consumer needs during the present economic downturn — for instance, increasing awareness of environmentally friendly products is on the rise.

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