IMS TOP 50 SPOTS OF
a lasting change. He also offered explanations of
how he would bring about such change. It was
a second attempt at reaching the public, and
speaking strategically, he couldn’t have picked
a better time. Not only because it was a mere six
days before the election, but also because the
media buy on Fox network would reach millions of
viewers in swing-states Pennsylvania and Florida
waiting for the resumption of the rain-delayed
Game 5 of the World Series between the Philadelphia Phillies and Tampa Bay Rays.
In looking at Obama’s DR strategy, it’s
hard not to consider John McCain’s candidacy.
If McCain had used long-form DRTV as such a
major part of his campaign, would he have fared
better? Could similar infomercials have helped
American voters see McCain and his vice presidential candidate, Sarah Palin, in a new light?
Is paid programming capable of having a
lasting place in the political arena? Why not? For
years, infomercials have influenced TV viewers
to shop from the comfort of their own homes, so
it doesn’t seem unreasonable to think that the
power of the infomercial could help sway voters.
When used in the same high-level and well-produced manner as Obama’s infomercials, it’s
difficult to see how using long-form DRTV could
harm a politician’s image. It would actually be
refreshing to watch 30-minute infomercials that
offer a positive look at a presidential nominee’s
candidacy, rather than the incessant smear
campaign spots that leave viewers questioning
whether the negativity was indirectly redirected
onto the candidate who approved the commercial.
It seems that the potential for infomercials in
new markets is limitless. After all, in his evolution, man learned that part of his survival was
adaptation, and part of adaptation is learning
new skills and how to use tools that are compatible with new surroundings. Obama rallied voters
with his message of change. Perhaps we can also
change the face of paid and political advertisements one infomercial at a time.
Financial Products Lead the Way
in a Troubled Economy
By Jen Muniz and Peter Zalla
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.
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
products is on the rise.
1 Perfect Pushup
3 Cash 4 Gold
4 Proactiv Solution
5 Gold Kit
6 Direct Buy
7 Nutrisystem Advanced
8 5-Hour Energy
13 Perfect Pullup
16 Girls Gone Wild
17 Total Gym
19 Green Bags
21 Select Comfort Sleep Number
24 Swivel Sweeper
25 Dr. Frank’s Joint Pain Relief
27 Iron Gym
28 HD Vision WrapArounds
30 Life Alert
31 Mighty Putty
32 Joint & Muscle Pain Relief
33 Vibrating Touch
34 Aqua Globes
35 Video Professor
36 Teeter Hang-Ups
37 Government Money Club
38 Oreck XL21
39 The Scooter Store
40 Sept. 11th Commemorative
43 Bender Ball
45 Jenny Craig
46 Rosetta Stone
47 Save A Blade
48 Memo Prove
49 Handy Switch
50 Awesome Auger