Mention the NutriBullet, the Transforma ladder or Thin Lizzy in conversation, and you’d be hard-pressed to find a Kiwi who isn’t aware of at least one of these products. Such is the enduring power of the infomercials, which continue to grace our free-to-air screens during off-peak viewing times, that these brands have essentially been embedded into the Kiwi psyche through brute force. At a time when buzzphrases such as ‘transmedia storytelling’, ‘digital disruption’ and ‘omnichannel marketing’ are habitually thrown around conversation, the infomercial is made to seem anachronistic, a living fossil of a bygone era on the verge of extinction. But this isn’t the case at all… Look at Nielsen’s ad spend figures from 2015 and you’ll notice the presence of Brand Developers in sixth position, behind the big-spending retail giants Progressive, The Warehouse, Harvey Norman and Foodstuffs.
How are infomercials still a thing?