Generally, 10% of direct marketing campaigns are successful, but as of 1997, Cesari Media had a 70% success rate. Among their successful products are OxiClean, the George Foreman Grill, and the Sonicare Toothbrush. "'The power of the infomercial is twofold', Cesari said. 'One, you have a whole half-hour to tell the story of the product as opposed to 30 seconds or 60 seconds. The second aspect is it basically creates a subsidized advertising program.'"
