{"id":5903,"date":"2015-04-09T12:51:00","date_gmt":"2015-04-09T12:51:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/pharma-ups-its-investment-in-tv-dtc\/"},"modified":"2019-02-21T01:15:54","modified_gmt":"2019-02-21T01:15:54","slug":"pharma-ups-its-investment-in-tv-dtc","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/pharma-ups-its-investment-in-tv-dtc\/","title":{"rendered":"Pharma Ups Its Investment in TV DTC Advertising"},"content":{"rendered":"
\n<\/a><\/div>\n

Ever since the U.S. allowed direct-to-consumer (DTC) advertising, a majority of the ad dollars were spent on TV, which made sense in past years because that’s where the “target” audience spent most of its media consumption hours.<\/p>\n

I guess 2014 is no exception: 70% of the DTC spending last year went to TV!<\/p>\n

But wait! 2014 appears to be exceptional in that it saw the highest percentage spent on TV since at least 2001.<\/p>\n

I plotted the data to illustrate the trend.<\/p>\n

\n<\/a><\/p>\n

\n<\/a><\/div>\n

This seems counter-intuitive looking at it from a purely media channel point of view. After all, Americans are spending less and less time watching TV (read “Pharma DTC Advertising Spend vs. Time Consumers Spend in Various Media<\/a>“). <\/p>\n

But older Americans probably watch TV as much as ever and many of the top 10 advertised drugs treat conditions, such as erectile dysfunction, that affect mostly oldsters.<\/p>\n

Pfizer accounts for about 30% of the total DTC ad spend and its current and future focus seems to be on “Getting Old” (read “Pfizer’s Social Media Initiatives are Getting Old<\/a>“).<\/p>\n

With so much being spent on TV DTC ads, it’s no wonder the drug industry wants to improve the effectiveness of these ads by “glossing over” the fair balance\/side effect information (read “How to Gloss Over Warnings in TV DTC Ads<\/a>“). Waste not, want not!<\/p>\n

The following chart shows the TOP 10 advertised Rx brands in 2014. Getting old sucks!<\/p>\n\n\n\n\n
<\/a><\/td>\n<\/tr>\n
Data for this chart and others come from Nielsen as reported in various publications.
\nActual dollars, not adjusted for inflation.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"

Ever since the U.S. allowed direct-to-consumer (DTC) advertising, a majority of the ad dollars were spent on TV, which made sense in past years because that’s where the “target” audience spent most of its media consumption hours. I guess 2014 is no exception: 70% of the DTC spending last year went to TV! But wait! […]<\/p>\n","protected":false},"author":2,"featured_media":11848,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[86,164],"topic":[],"acf":[],"yoast_head":"\nPharma Ups Its Investment in TV DTC Advertising - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/pharma-ups-its-investment-in-tv-dtc\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pharma Ups Its Investment in TV DTC Advertising - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"Ever since the U.S. allowed direct-to-consumer (DTC) advertising, a majority of the ad dollars were spent on TV, which made sense in past years because that’s where the “target” audience spent most of its media consumption hours. 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