Response Magazine - December 2008

IMS TOP 50 SPOTS OF 2008

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 environmentally friendly products is on the rise.