As far back as direct response marketers can remember, health and fitness has always been a staple of success in the indus- try, and 2010 didn’t differ. With P90X by Beachbody, Body Makeover by Provida Life Sciences and Total Gym by Total
Gym Fitness claiming the top three spots in the 2010 IMS Top 50 Long-
Form Rankings, and big-brand names such as Shake Weight, eDiets,
Bowflex and Nordic Track earning high honors among the top 50
spots in the IMS National Cable DR Spot Rankings, it’s clear health
and fitness has kept up its stamina in the world of DR.
Many marketers are using tried-and-true DRTV methods to drive new evolving
DR platforms while learning just how mutually beneficial the online sector and
DRTV can be for products and programs in the health and fitness space.
Honing in on Home
“2010 has been a unique year for direct response. Trends have changed and
fragmentation is more prevalent than ever. For marketers to stay ahead, cover-
ing all communication channels in their advertising efforts is extremely impor-
tant,” says Olga Ackad, vice president of client services for Mercury Media’s
long-form division. “The shift from phone orders to Web orders has been
a huge contributor to the change in trends and it’s extremely important to
consider orders from both avenues to truly gauge the success of a DRTV
Even amid economic struggles, the health and fitness industry continues to see success because of the intrinsic motivation behind most
consumers’ decisions to purchase a product.
“People want to take care of themselves, they want to treat them-
selves to a product that will make them better,” says David Savage,
executive vice president of R2C Group and Cmedia and a member of
the Response Editorial Advisory Board. “Even in tough times, one of
the societal trends is that people are taking better care of themselves.
People watch and research and purchase because they know these
products can help them reach their goals.”
Direct response — both through DRTV and other emerging plat-
forms — provides the perfect avenue for brands to connect with con-
sumers in this mindset.
“The longer formats of DR — whether it’s 60 seconds or a half-hour
— give room for the before and after’s, the results and depictions, and
the testimonials of people saying, ‘Wow, I really love this product,’” Savage