What If the Top 50 was a DR-Only Ranking?

Nine campaigns that would've made it, nine that would've dropped off

The 2022 True Top 50 ranking that I just released uses a certain DRMetrix filter called “Retail Ranking.” As the name suggests, this filter attempts to include campaigns for DR items that will also be sold at retail. However, some DR marketers these days only ship directly to consumers with no plans to go to retail. What about those campaigns? As it happens, there’s a filter for that.

In a recent conversation with DRMetrix Founder Joseph Gray, we discussed whether it was time to switch to this particular filter aka “brand classification.”¹ Ultimately, I decided that retail is still too important to the ‘As Seen on TV’ industry to make the switch. I did concede, though, that this could change any year now — maybe even this year.

OK, so now you’re curious: What if the 2022 list had been a DR-only ranking? I was curious, too, so I ran the report. The answer: While only one new campaign would have appeared in the Top 10, five new campaigns would have appeared in the Top 20, and nine new campaigns in total would have joined the Top 50. Of course, that also means nine current campaigns would have been pushed off the list.

Just for fun, here’s how that list would look:²

1. Copper Fit Arch Relief Plus

2. Be Active Brace

3. GraniteStone NutriBlade Knives

4. Nano Advanced Hearing Technology

5. MicroTouch Titanium Max

6. AquaCare

7. Copper Fit Energy Socks

8. GraniteStone

9. GraniteStone Blue

10. Nuzzle

11. Bell+Howell Bionic Spotlight

12. Gotham Steel Cookware Set

13. My Slippers

14. Pooph

15. My Pillow Giza Dream Sheets

16. Bell+Howell Bionic Floodlight

17. Emeril's French Door AirFryer 360

18. National Collector's Mint (NCM, Paddock)

19. Ruby Sliders

20. Gotham Steel Stack Master Cookware

21. Gotham Steel Hammered Design

22. GraniteStone Stackmaster

23. MicroTouch Titanium Trim

24. Copper Fit Zen Step

25. Gotham Steel Aqua Blue Cookware

26. Copper Fit Never Lost Face Mask

27. ID Police Identity Protector

28. Alien Tape

29. Bell+Howell My Foldaway Rechargeable Fan

30. Pocket Hose Silver Bullet

31. Copper Fit Compression Gloves

32. Bell+Howell Bionic Spotlight Duo

33. Nutri Chopper

34. Mighty Thirsty Mop

35. Lizard Flare

36. Copper Fit Energy Plus Socks

37. Angel View

38. Bell+Howell Bionic Spotlight Extreme 360

39. Copper Fit Advanced Back Pro

40. MicroTouch Solo Titanium

41. Star Belly Dream Lites

42. PowerXL Smokeless Grill

43. CleanZone

44. Power Ear

45. MicroTouch Titanium Rovor

46. BattleVision Storm

47. Lexie Hearing Aids

48. Arctic Air Brella Shield (Ontel, Schwartz)

49. Egg Pod (Emson/Paragon, Paddock)

50. Bell+Howell Triburst LED Light (Emson, Cole)

I bolded the nine new campaigns. The ones that got pushed off the list are less obvious, so I’ll provide them for you below — and also reveal how this would have changed my awards.

But first, speaking of awards…

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In a few weeks, DRMetrix will once again hand out the AdSphere™ Awards at PDMI EAST 2023 in Miami Beach, Florida. Your 2022 True Top Marketer (E. Mishan & Sons) will be named the “Advertiser of the Year,” and your 2022 True Top Brand (Copper Fit) will be recognized as the “Brand of the Year” for the Copper Fit Arch Relief Plus campaign, which was #1 on the 2022 True Top 50.

More details about the awards here. Now back to our regularly scheduled program…

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Here are the nine campaigns that were on the True Top 50 but wouldn’t have appeared on a DR-only ranking.