Global Infomercials Industry

Global Infomercials Industry

The global outlook series on Infomercials provides a collection of statistical anecdotes, market briefs, and concise summaries of research findings. The report provides a bird’s eye view of the industry’s landscape, and helps trace the undertones in the market in terms of trends, drivers and challenges. Regional markets briefly abstracted include the US, Canada, France, Germany, Italy, Russia, Spain, the United Kingdom, China, Korea, and India. The report recapitulates recent noteworthy mergers, acquisitions, and other strategic developments. Also included is an indexed, easy-to-refer, fact-finder directory listing the addresses, and contact details of 132 companies worldwide.

1. INDUSTRY OVERVIEW 1

Introduction to Infomercials 1
Growth of the Infomercial Industry 1
Infomercials and Conventional Advertising - A Comparison 1
Advantages of Direct Response (DR) Advertising Over Other Formats 2
Global Economic Recession: A Boon for the Infomercial Industry2
More Primetime Slots Up For Grab For the Infomercial Marketers 3
Home: The New Hot Destination for Shopping 3
Repair Kits - A Hit Amid Falling Disposable Income 3
The Evolution of the Infomercial Sector3
Moving Beyond the 1-800 Call Center Platform 3
Male Consumers Equally Important for the DR Advertisers4
With E-Retailing DR Marketers Fly with True Colors 4
Retail: The Ultimate Goal for a DR Marketer 4
A Peak Into the History of the Infomercial Industry 4
Hitting the Right Cord 5
Infomercials: Quick and Affordable Mode of Advertising 5
Kodak Scripts a Success Story With DR TV 5
HIPsters Come Handy to Gauge the Market Standing 6
More Companies Embrace the DRTV Format6
Infomercials: The Devil Within 7
Entry of the Biggies Enrich the Sector7
Key Growth Drivers for the Infomercials Market 7
Lower Entry Barriers Make TV Shopping An Attractive Venture 7
Technology to Leverage DR TV Advertising 8
Go Green: The New Success Mantra for the DR Marketers 8
Infomercials to Cash on Urbanized Lifestyle of the Masses 8
Innovation is the Key to the Success for a DR Houseware Product 8
Key Market Constraints 9
Infrastructure Remain the Weakest Link9
Fake and Deceptive Infomercial Marketers Play Spoilsport 9
Protect Yourself!! 9

2. PRODUCT OVERVIEW 10

Introduction 10
Characteristics of an Infomercial 10
Rules to Follow by the Infomercial Advertiser 11
Classification 11
TV Infomercials or Home Shopping11
Life of an Infomercial based Merchandise 11
How to Make a Successful Infomercial?12
Factors affecting the total cost of an Infomercial 12
Table1: DR TV Start Up Cost (In US$)12
Interactive TV Shopping: The New Frontier 13
Important Forms of Interactive TV shopping 13
Internet Infomercials 13
Comparing Internet Infomercial With TV Infomercial 13
Internet Replacing TV Among the Youth13
Radio Infomercials 14
A Cost Effective Marketing Platform 14

3. MERGERS AND ACQUISITIONS 14

4. STRATEGIC CORPORATE DEVELOPMENTS 19

5. PRODUCT LAUNCHES 22

A REGIONAL MARKET PERSPECTIVE

1. THE UNITED STATES 27

Overview 27
Facts About The US Infomercial Market 27
Table 2: US Current & Future Analysis for Direct Response
Market - Annual Revenues in US$ Billion for Years 2008
through 2012 28
How the Infomercial Marketers Operate? 28
Infomercials in Politics 28
Table 3: Top 25 Houseware Products in the US with Highest
Media Spending Through Short-Form Infomercial Advertising in
2007 (Value in US$ Million) 29

Table 4: Top 25 Sports and Fitness Products in the US with
Highest media Spending Through Short-Form Infomercial
Advertising in 2007 (Value in US$ Million) 30

2. CANADA 31

DR TV Market - An Overview 31

3. EUROPE 31

European Home Shopping Sector - A Brief31
European Market Tit-Bits 31
Classification 32
TV Shopping 32
DR TV 32
iTV (Interactive TV)32
Travel Shopping 32
Europe: A Land of Vast Opportunities and Profound Challenges 32
Selecting the Right Partner is Most Crucial 33
Regulations in TV Shopping 33
Table 5: Western European Current & Future Analysis for TV
Shopping Market - Annual Revenues in US$ Billion for Years
2008 through 2012 33

Table 6: Average TV Shopping Revenues (In Euros) Per Person
in Leading European Countries - UK, Germany, Greece, Italy,
Spain, BeNeLux, and France for the Year 2007 33

3A. FRANCE 34
Home Shopping Market Overview 34
M6 Boutique La Chaîne: The Trend Setter34

3B. GERMANY 34
German Tele-shopping Market34

3C. ITALY 34
Italian Home Shopping Market - Overview34
Types of TV Shopping Programmes 35
Competition Scenario 35
Digital Revolution Storms into Italian TV Households 35
Table 7: Italian Television Market: Number of Households (in
Millions), Number of TV households (in Millions), Satellite
(Direct To Home) TV Penetration (in %), and Digital Cable TV
Penetration (in %) for the Period 2006 to 2008 35
The Challenges in the Italian Turf 36

3D. RUSSIA 36
Home Shopping - Market Overview 36

3E. SPAIN 36
Home Shopping Market in Spain 36

3F. UNITED KINGDOM 37
UK Home Shopping Market 37
Table 8: UK Current & Future Analysis for Home Shopping
Market - Annual Revenues in US$ Billion for Years 2008
through 2012 37
Technological Boom Drives the DR TV Marketing Sector 37
Deregulation of Television Licensing Opens New Avenues 38
Table 9: UK Current & Future Analysis for TV Shopping Market
- Annual Revenues in US$ Million for Years 2008 through 2012 38
Logistical Implications Worry the DR Marketers 38

4. ASIA PACIFIC 38

4A. CHINA 38
Market Overview38
Table 10: Chinese Current & Future Analysis for TV Shopping
Market - Annual Revenues in US$ Million for Years 2008
through 2012 39
Eastern China: Direct Marketer’s Paradise 39
Ray of Hope for Smaller Enterprises During the Financial Crisis 39

4B. KOREA 40
Korean Home Shopping Market40
Competition Scenario 40
The Retail Boom in Korea 40

4C. INDIA 41
Home Shopping Market in India 41
India: A Land of Opportunities and Challenges 41
Direct Marketing Evolves Through Digital Revolution 41
Infomercials on Mainstream Channels 42