As seen on TV
Generic phrase for TV-advertised direct-response products.
"As seen on TV" refers to products in the United States marketed through direct-response mail-order via a toll-free number, with ads appearing as either half-hour infomercials or two-minute commercial spots. The items span categories like kitchen, household, automotive, cleaning, health, beauty, pet care, exercise, fitness, books, and children's toys and games. Packaging often features a red seal shaped like a CRT television screen with white lettering reading "AS SEEN ON TV."
Major marketers include As Seen on TV, Inc., Time Life, Space Bag, K-tel, Ronco, and Thane. Both physical retail stores and online shops also sell these products. The phrase and red logo are in the public domain, so anyone can use them on packaging or in business without paying a fee or risking trademark issues. Companies making generic versions may use a modified logo reading "Like on TV" or "As seen on TV in some countries," which can be trademarked in certain nations.
The phrase moved into retail in 1996, according to Telebrands CEO A. J. Khubani, who designed the logo. Later, these products began selling online. In 2015, a new As seen on TV corporation launched as a multi-vendor marketplace called New Easy, allowing manufacturers and sellers to list their inventory.
- field
- Direct-response marketing and retail
- country
- United States
- known_for
- Infomercials and the red CRT-shaped logo with "AS SEEN ON TV" in white
- logo_designer
- A. J. Khubani, CEO of Telebrands
- logo_status
- Public domain
Lore & Background
The phrase "As seen on TV" originated as a marketing label for products sold through toll-free telephone numbers after being advertised on television. Prominent marketers of these products include As Seen on TV, Inc., Time Life, Space Bag, K-tel, Ronco, and Thane. In 1996, according to A. J. Khubani, CEO of Telebrands, who designed the logo, "As seen on TV" moved on to retail. Later, these products began selling on the internet, and in 2015 a new As seen on TV corporation was formed and launched as a multi-vendor marketplace called New Easy, allowing manufacturers and sellers to sell their inventory through its website.
Reader's Guide
The significance of "As seen on TV" lies in its role as a ubiquitous marketing phrase that bridged television advertising and direct-to-consumer sales in the United States. It represents a distinct retail category encompassing kitchen, household, automotive, cleaning, health, beauty, pet care, exercise, fitness, books, toys, and games. The phrase and its red CRT-shaped logo entered the public domain, allowing widespread use without licensing fees. Companies producing generic versions may use modified logos reading "Like on TV" or "As seen on TV in some countries," which can be registered as trademarks in certain jurisdictions. The phrase's evolution from mail-order to retail stores and then to online marketplaces like New Easy illustrates its adaptability. Its legacy includes both dedicated brick-and-mortar and online stores that specifically sell these products, as well as the enduring visual shorthand of the red seal that signals television exposure to consumers.
Did You Know?
- The red logo is in the shape of a CRT television screen with the words "AS SEEN ON TV" in white.
- In 1996, "As seen on TV" moved on to retail, according to A. J. Khubani, CEO of Telebrands, who designed the logo.
- In 2015, a new As seen on TV corporation launched as a multi-vendor marketplace called New Easy.
- Companies may use a modified version of the logo reading "Like on TV" or "As seen on TV in some countries."
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