TOP 50 OF 2011
Infomercials and Spots
Beauty Shines While Fitness Stays Strong in IMS Long-Form Top 50 By Peter Zalla, IMS Long-Form Manager
Guthy-Renker’s Wen is one of the many beauty products that maintained a strong presence in long-form in 2011. Fitness products such as TurboFire, at right, were also a dominant category.
ost of the top-performing infomercials of 2011 are established shows that are familiar to the Infomercial Monitoring Service (IMS) rankings. Beauty products have had a stronger presence in 2011 than in recent years, with four shows ranking in the top 10, including Guthy-Renker’s Wen (No. 1) and Meaningful Beauty (No. 5). The well-received Lifestyle Lift by Lifestyle Lift Holding Inc. finished at No. 2 (rising from No. 16 last year) and Radiancy’s no! no! rose 30 spots to No. 7. Other top shows in the category include: the Tria
Laser (No. 25) by Tria Beauty; the InStyler (No. 33) by Tre Milano: Murad Resurgence (No. 42) by Murad; NuBrillance (No. 45) by NuBrilliance LLC; and MaxClarity by Stiefel Laboratories Inc. One show introduced in 2011 that has been performing well is a skin-care line targeting women with darker skin called Rx for Brown Skin. Although there has been an increase of beauty products this year, the most dominant category, by far, is once again health and fitness. Beachbody turned out four strong contenders in this category, www.responsemagazine.com
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TOP 50 INFOMERCIALS OF 2011
Measured from Nov. 1, 2010 through Oct. 31, 2011 RANK 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 PRODUCT NAME Wen Lifestyle Lift Nu-Wave Oven Shark Navigator Lift Away Meaningful Beauty P90X no! no! Total Gym Zumba Shark Steam Pocket Insanity Genie Bra Body Makeover Sensa Ninja 1100 TurboFire Food Lovers Fat-Loss System Advertising Profits Nopalea Wealth Without Risk 10-Minute Trainer Nutrisystem Humana Shark Vac-then-Steam Tria Laser MARKETING COMPANY Guthy-Renker LLC Lifestyle Lift Holding Inc. Hearthware Home Products Euro-Pro LLC Guthy-Renker LLC Beachbody Radiancy Total Gym Fitness LLC Zumba Fitness LLC Euro-Pro Beachbody Tristar Products Inc. Provida Life Sciences Sensa Products LLC Euro-Pro Beachbody Provida Life Sciences Visionary Strategies LLC TriVita Wealth Systems LLC Beachbody Nutrisystem Inc. Humana Euro-Pro LLC Tria Beauty Inc. RANK 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 PRODUCT NAME The FIRM Express Ahh Bra Joyce Meyer Ministry Ab Rocket Twister Joel Osteen Ministry Hair Club Oreck Air InStyler Abdoer Twist CarMD LIFE New Body Shaper Super Wave Oven Cash Flow Business KettleWorx Brainetics Murad Resurgence Trudeau’s Free Money Metamorphosis NuBrilliance LifeLock NET10 Profit From Real Estate Right Now EdenPURE Cutlery Corner MARKETING COMPANY GAIAM Inc. Rhonda Shear Joyce Meyer Ministries Emson Direct Joel Osteen Ministries Hair Club for Men Ltd. Oreck Direct Tre Milano LLC Thane Fitness CarMD LIFE Outreach International Kymaro Emson Russ Dalbey FitnessWorx LLC Brainetics LLC Murad Inc. Free Money Anderson Private Training LLC NuBrilliance LLC LifeLock TracFone Wireless Inc. Visionary Strategies LLC EdenPURE Cutlery Corner Network
including P90X (No. 6), Insanity (No. 11), TurboFire (No. 16) and 10-Minute Trainer (No. 21). A pair of longtime winners performed well in 2011: Total Gym by Total Gym Fitness came in at No. 8; and Zumba by Zumba Fitness finished at No. 9. Provida Life Sciences’ Body Makeover (No. 13) and Food Lovers Fat-Loss System (No. 17) earned top-20 rankings. Other products in this category that also ranked last year were Sensa Products’ Sensa (No. 14), TriVita’s Nopalea (No. 19) and Nutrisystem (No. 22) by Nutrisystem Inc. The new FIRM Express by GAIAM Inc. ranked No. 26; the new Ab Rocket Twister from Emson Direct finished No. 29; the Abdoer Twist by Thane Fitness came in at No. 34; Kettleworx by FitnessWorx ranked No. 40; and the new...