By Eddie Wilders
Research Director, Lockard & Wechsler Direct
(Editor's Note: This posting has been corrected.)
The May rankings are finally out, and there was a bit of a shift at the top of the rankings. Proactiv and Bowflex flip-flopped the top spots, while Your Baby Can Read remained in the number three slot.
Other campaigns in the Top 10 were Live Butterfly Garden (which jumped from 27 to 4), EZ Cracker (improving from 11 to 7), Uglu (entering at 9 from 23) and Pet Zoom (moving six spots from 16 to 10).
Looking at the Top 20, Topsy Turvy slipped from 6 to 12, while Depil Silk moved up from 17 to 13. Pillow Pets showed some life as well, moving from 31 to 16, while Wandarama fell from 10 to 20. Rounding out the Top 20 were two products that didn't even make the Top 50 in April: Mighty Fixit at 18, and Space Bag to Go at 19.
Other new entrants to the Top 50 in May included Total Pillow at 31, Page Brite at 33, Slim Ts at 39 and Bark Off at 47. Quite a few campaigns also slipped on the charts, including Flirty Girl Fitness (from 18 to 28), Yoshi Blade (15 to 35), Bareminerals (30 to 41), Perfect Fit Button (28 to 43), Bullet Express (35 to 45), and Lee Majors Bionic (37 to 46).
As always, these rankings are based solely on TV household GRP delivery as reported by TNS Media Intelligence.
