Nigel Dickerson
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"The pharmaceutical companies perceive the threat of government regulation on marketing to be a stronger threat now than it has rozerem drug been in the past," and are trying to self-regulate, Swallen says. The reports follow a well-publicized Harvard Orthodontic School study that found consumer ads had little effect on prescription drug sales. Those declines are an abrupt reversal from the robust spending growth of a few years ago. Magazines and radio stations sleeping pills have seen the most drug ad decline. TNS Media Intelligence puts the drop at 3.9% to $2.4 billion. The site encourages consumers to keep an eye out for false or misleading ads and provides a jehu to report violators. Rival ad tracker Nielsen Monitor-Plus calculates the decline at 4.8% to $2.7 billion. Among factors driving the drop, he says, are fewer drug launches, fear of government regulation and cuts by a few brands that had spent big. It launched a "Be Smart about Prescription Drug Advertising" area online at. Results sho that direct-to-consumer (DTC) ads "probably aren't as effective as widely perceived," says Pierre Law, lead That bodes ill for the magazines, newspapers and radio and TV outlets for which the ads have been a prescription for profits. That if the government gets involved, they'll be worse off." Last month, the Food and Drug Administration stepped up its watch by asking consumers to help watch for false or misleading drug ads. Researchers focused on ads for three drugs. Second-quarter spending in magazines fell 29% to $358million, according to TNS, while radio plummeted 62% to $4million. Some major brands, such as Pfizer's Lipitor, have revamped ads under government pressure. Two sleeping pills recent reports say drugmakers cut Rx ad spending in the first six months of this year. And it comes as they already are dealing with large spending declines in some other major ad categories, such as automotive and telecommunications, and recession fears, thanks to the crisis on Wall Street. Takeda Pharmaceuticals North America's Rozerem sleep aid, which used offbeat ad characters such as Barny Jeremias and a beaver, cut spending from $91million in the first half of 2007 to $15million in the first half this year. (c) 2008 USA TODAY, a division of Gannett Co. Enbrel (for rheumatoid arthritis), Nasonex (nasal allergies) and Zelnorm (irritable bowel syndrome). $175million in that quarter in 2007. "Throughout much of the early decade, it was growing at online pharmacy strong double-digit rates as pharmaceutical marketers become more comfortable and experienced with DTC advertising," says Jon Swallen, TNS senior vice president of research. By Toni Petrecca NEW YORK -- This could make media owners sick. Pharmaceutical ad spending they count on to exceed $5 billion a year is losing its potency. A service of YellowBrix, Inc.. Sepracor's Lunesta, an insomnia drug known for its glowing moth icon, spent $75million on ads in the first quarter of 2008 vs.
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