{"id":7197,"date":"2009-03-13T18:17:00","date_gmt":"2009-03-13T18:17:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/dtc-ad-spending-decreased-18-in-2008\/"},"modified":"2019-02-21T01:23:37","modified_gmt":"2019-02-21T01:23:37","slug":"dtc-ad-spending-decreased-18-in-2008","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/dtc-ad-spending-decreased-18-in-2008\/","title":{"rendered":"DTC Ad Spending Decreased 18% in 2008. Worse Than Expected!"},"content":{"rendered":"<p>As reported in DTC Insights published by DTC Perspectives, &#8220;According to preliminary data issued by The Nielsen Company today, the spending for DTC ads fell dramatically in Q4, which led to an 18.4% decline for full-year 2008 results. The &#8220;reported&#8221; dollar total for 2008 is $4.344 billion, compared with $5.325 billion in 2007. The 2008 total for DTC ads is comparable to the level of DTC spending in 2004.&#8221;<\/p>\n<p>The source of these data is the Nielsen Company: &#8220;<a href=\"http:\/\/en-us.nielsen.com\/main\/news\/news_releases\/2009\/march\/u_s__ad_spending_fell\">U.S. Ad Spending Fell 2.6% in 2008, Nielsen Reports<\/a>&#8220;. The Pharmaceutical sector&#8217;s decrease was even greater percentage-wise than the Automotive sector, which experienced a 15.5% drop in ad spending in 2008. Data does not include Internet or B-2-B spending.<\/p>\n<p>New Media Ad Spending Decreased for All Industries<br \/>According to Nielsen: &#8220;New media was also hit by the tough economic climate. Internet ad spends dropped 6.4% and Network TV took a 3.5% hit. Nevertheless, television continued to be the dominant medium for advertisers, with 60% of all ad dollars spent on Network, Cable, Hispanic, or Spot TV.&#8221;<\/p>\n<p>It appears than when times get tough, advertisers tend to stick to &#8220;tried and true&#8221; media, or at least the media they are most comfortable with. Many pharmaceutical marketers, therefore, may feel it&#8217;s a bad time for them to experiment with new media like social networks.<\/p>\n<p>I have revised my now infamous DTC Spend Trend chart shown below to include this revised 2008 number:<\/p>\n<p><a onblur=\"try {parent.deselectBloggerImageGracefully();} catch(e) {}\" href=\"http:\/\/3.bp.blogspot.com\/_ZiPiXEv_Q_g\/SbqjdnloX0I\/AAAAAAAACUY\/Jc-VZyN_v7A\/s1600-h\/DTC-AdSpend-Trend.jpg\"><img decoding=\"async\" style=\"margin: 0px auto 10px; display: block; text-align: center; cursor: pointer; width: 400px; height: 364px;\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2009\/03\/DTC-AdSpend-Trend.jpg\" alt=\"\" id=\"BLOGGER_PHOTO_ID_5312738439675273026\" border=\"0\" \/><\/a><br \/>The black bar represents my estimate of what DTC spending will be in 2009 based on a recent survey (see &#8220;<a href=\"http:\/\/pharma-mkting.com\/blog\/2009\/01\/dtc-spending-will-be-decimated-in-2009.html\">DTC Spending Will Be Decimated in 2009, Experts Say<\/a>&#8221; and &#8220;<a href=\"http:\/\/www.news.pharma-mkting.com\/pmn81-article01.htm\">The Future of DTC Advertising<\/a>&#8220;).<\/p>\n<p>I&#8217;ll keep my estimated 11% decrease for 2009 DTC spending for now, but if the general economy in 2009 is worse than in 2008, we can expect to see an even greater decrease.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As reported in DTC Insights published by DTC Perspectives, &#8220;According to preliminary data issued by The Nielsen Company today, the spending for DTC ads fell dramatically in Q4, which led to an 18.4% decline for full-year 2008 results. The &#8220;reported&#8221; dollar total for 2008 is $4.344 billion, compared with $5.325 billion in 2007. The 2008 [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":9220,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[86],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>DTC Ad Spending Decreased 18% in 2008. Worse Than Expected! - 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\/dtc-ad-spending-decreased-18-in-2008\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DTC Ad Spending Decreased 18% in 2008. Worse Than Expected! - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"As reported in DTC Insights published by DTC Perspectives, &#8220;According to preliminary data issued by The Nielsen Company today, the spending for DTC ads fell dramatically in Q4, which led to an 18.4% decline for full-year 2008 results. The &#8220;reported&#8221; dollar total for 2008 is $4.344 billion, compared with $5.325 billion in 2007. The 2008 [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/dtc-ad-spending-decreased-18-in-2008\/\" \/>\n<meta property=\"og:site_name\" content=\"Pharma Marketing Network\" \/>\n<meta property=\"article:published_time\" content=\"2009-03-13T18:17:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-02-21T01:23:37+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2009\/03\/DTC-AdSpend-Trend.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"400\" \/>\n\t<meta property=\"og:image:height\" content=\"364\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pharma Guy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pharma Guy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/dtc-ad-spending-decreased-18-in-2008\/\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/dtc-ad-spending-decreased-18-in-2008\/\",\"name\":\"DTC Ad Spending Decreased 18% in 2008. Worse Than Expected! - Pharma Marketing Network\",\"isPartOf\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website\"},\"datePublished\":\"2009-03-13T18:17:00+00:00\",\"dateModified\":\"2019-02-21T01:23:37+00:00\",\"author\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/763fc249c59c91ce203db612d81a75a1\"},\"breadcrumb\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/dtc-ad-spending-decreased-18-in-2008\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/dtc-ad-spending-decreased-18-in-2008\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/dtc-ad-spending-decreased-18-in-2008\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"DTC Ad Spending Decreased 18% in 2008. Worse Than Expected!\"}]},{\"@type\":\"WebSite\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/\",\"name\":\"Pharma Marketing Network\",\"description\":\"Pharma Marketing Network\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/763fc249c59c91ce203db612d81a75a1\",\"name\":\"Pharma Guy\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/image\/\",\"url\":\"http:\/\/2.gravatar.com\/avatar\/87853617a5e31233716811d09cdefdf7?s=96&d=identicon&r=g\",\"contentUrl\":\"http:\/\/2.gravatar.com\/avatar\/87853617a5e31233716811d09cdefdf7?s=96&d=identicon&r=g\",\"caption\":\"Pharma Guy\"},\"description\":\"Pharmaguy\u2122 is a \u201cconstructive critic\u201d of pharma marketing and publishes commentary on the Pharma Marketing Blog and on Scoop.it.\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/author\/ehs-pharmaguy\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"DTC Ad Spending Decreased 18% in 2008. Worse Than Expected! - Pharma Marketing Network","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/dtc-ad-spending-decreased-18-in-2008\/","og_locale":"en_US","og_type":"article","og_title":"DTC Ad Spending Decreased 18% in 2008. Worse Than Expected! - Pharma Marketing Network","og_description":"As reported in DTC Insights published by DTC Perspectives, &#8220;According to preliminary data issued by The Nielsen Company today, the spending for DTC ads fell dramatically in Q4, which led to an 18.4% decline for full-year 2008 results. The &#8220;reported&#8221; dollar total for 2008 is $4.344 billion, compared with $5.325 billion in 2007. The 2008 [&hellip;]","og_url":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/dtc-ad-spending-decreased-18-in-2008\/","og_site_name":"Pharma Marketing Network","article_published_time":"2009-03-13T18:17:00+00:00","article_modified_time":"2019-02-21T01:23:37+00:00","og_image":[{"width":400,"height":364,"url":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2009\/03\/DTC-AdSpend-Trend.jpg","type":"image\/jpeg"}],"author":"Pharma Guy","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Pharma Guy","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/dtc-ad-spending-decreased-18-in-2008\/","url":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/dtc-ad-spending-decreased-18-in-2008\/","name":"DTC Ad Spending Decreased 18% in 2008. Worse Than Expected! - Pharma Marketing Network","isPartOf":{"@id":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website"},"datePublished":"2009-03-13T18:17:00+00:00","dateModified":"2019-02-21T01:23:37+00:00","author":{"@id":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/763fc249c59c91ce203db612d81a75a1"},"breadcrumb":{"@id":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/dtc-ad-spending-decreased-18-in-2008\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/dtc-ad-spending-decreased-18-in-2008\/"]}]},{"@type":"BreadcrumbList","@id":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/dtc-ad-spending-decreased-18-in-2008\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/"},{"@type":"ListItem","position":2,"name":"DTC Ad Spending Decreased 18% in 2008. Worse Than Expected!"}]},{"@type":"WebSite","@id":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website","url":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/","name":"Pharma Marketing Network","description":"Pharma Marketing Network","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/763fc249c59c91ce203db612d81a75a1","name":"Pharma Guy","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/image\/","url":"http:\/\/2.gravatar.com\/avatar\/87853617a5e31233716811d09cdefdf7?s=96&d=identicon&r=g","contentUrl":"http:\/\/2.gravatar.com\/avatar\/87853617a5e31233716811d09cdefdf7?s=96&d=identicon&r=g","caption":"Pharma Guy"},"description":"Pharmaguy\u2122 is a \u201cconstructive critic\u201d of pharma marketing and publishes commentary on the Pharma Marketing Blog and on Scoop.it.","url":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/author\/ehs-pharmaguy\/"}]}},"_links":{"self":[{"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/posts\/7197"}],"collection":[{"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/comments?post=7197"}],"version-history":[{"count":1,"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/posts\/7197\/revisions"}],"predecessor-version":[{"id":9221,"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/posts\/7197\/revisions\/9221"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/media\/9220"}],"wp:attachment":[{"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/media?parent=7197"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/categories?post=7197"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/tags?post=7197"},{"taxonomy":"topic","embeddable":true,"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/topic?post=7197"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}