Heavy Drug Ad Spending Doesn’t Pay Off

The pharmaceutical brands which spent the most money on TV advertising in 2009 did not make the biggest impression on viewers, according to data from The Nielsen Company.

Despite the recession, the top 10 prescription drug brand spenders invested $1.1 billion on national TV commercials, compared to $1 billion in 2008. The top six brands spent more than $100 million in TV advertising last year, led by cholesterol drug Lipitor. Erectile dysfunction drug Cialis by maker Eli Lilly was the second-highest spender followed by Abilify, an add-on treatment for depression from Bristol-Meyers Squibb, and Cymbalta, a drug for major depression disorder.

Top Four Most Recalled Ads Weren’t Top Spenders
Nielsen data on consumer recall of 2009 TV drug advertising indicates that the drug brands which spent the most money airing TV commercials did not get the most return on their advertising dollar. The top four most recalled ads were two spots from Flomax, a drug designed to combat urinary difficulty associated with enlarged prostate, HPV vaccine Gardasil, and anti-depressant Pristiq, a newcomer.

None of these four brands made the top 10 list for TV advertising spending last year. Erectile dysfunction drug Viagra, which was ranked number nine for TV ad spending, got its money’s worth by tying for fifth place in viewer recall with blood clot inhibitor Plavix.

In turn, Plavix, which had the fifth-highest spending total, came close to breaking even on its spending by obtaining the number six ranking for viewer recall. The only brand among the top four spenders to make the top 10 viewer recall list was Cialis, which tied for fifth place with Alzheimer’s disease drug Aricept and rheumatoid arthritis drug Orencia. No other drug brand on the top 10 list for TV ad spending in 2009 made the top 10 list for viewer recall last year.

Drug Ads Get Longer
Due to stricter Food & Drug Administration (FDA) regulations, TV ads for prescription drugs have been getting longer in recent years, which has slowed the rate of increase in TV advertising spending by prescription drug companies. However, the prevalence of 60- and 75-second ads on the most recalled list demonstrates that a properly designed longer ad can still resonate with viewers.

Few Consumers Trust Pharmaceutical Ads
In addition to attempting to improve viewer advertising recall, pharmaceutical brands should also work on improving consumer trust, according to a recent Harris Poll. Only 18% of poll respondents 18 and up found pharmaceutical advertising most trustworthy compared to ads from four other major US industries. In contrast, 29% of all respondents 18 and up ranked pharmaceutical ads as least trustworthy.

[via Marketing Charts]

Comments

[vadimax]

The article is great for the patient of looking in erectile dysfunction problem that they are facing. Thanks

[anthonynelson]

This news article has got relevance to many readers including the companies themselves.Also, a source of information for people suffering from erectile dysfunction and looking for right treatment.
http://www.healthpharmarx.com

[Rogersmithrm]

This article shows how essential advertising and marketing is for every product. A good advertisement is very important for every product to become a success, it should not be too lengthy or too short.
Great information from the author regarding the advertisement and money spend on it.

Thanks a lot..

http://www.raymeds.com/

[Frank Boody]

Flomax is on the first place? Very interesting.

http://www.genericlook.com/diseases/

[Abby White]

http://www.genericviagrarx.net/
http://www.genericviagrarx.net/blog/

[Dexterridlon]

A man a lot an important sexually happy talk about possesses stress-free arterial blood vessels within the men having sex body and then the circulation into the organ is sufficient secure the pup impotence.
http://www.medexpressrx.com/

[Samrx_4u]

Wow!!! I'm bowled by your volume of know-how. I am so fascinated. I think you have in-depth knowledge on this matter. I'm sure you are talented? Carry on. Thumbs up!
http://www.samrx.com/

[Dexterridlon]

Oh man… I love the way you have written on the subject in detail I shall surely have the article saved and the print out of the article shall surely be circulated in the college premises and also within my group of friends. I am sure all of them are going to have a good time reading on the subject.

http://www.mynetpharma.com

[mariya]

For every products we reqired advertising.
any media can be choosen but the most important how to reach customer.
nice said by the author

http://www.carepharmarx.com

[Autoinsurancezz]

If you look at the tv ads are for mostly big ticket items like cars, tvs and so on or expensive lines. And probably there are too many regulations on drug ads that they can not really capture the prime time advertising. http://www.autoinsurancequoteseasy.com

[Scarfbuy]

I can see Cialis ads everyday on TV (after 22:00), it's can be annoying sometimes.

http://apotekdanmark.net/Brand-Cialis/

[Devin Smith]

As Per FDA every drug must be taken with prescription., TV ads for prescription drugs have been getting longer in recent years.
http://www.astermeds.com

[Josh Warren]

A very good and informative article indeed . It helps me a lot to enhance my knowledge, I really like the way the writer presented his views.
Capsiplex Reviews

[SophieTorres1]

I guess these ads and commercials are not really worth spending funds, because to my opinion, as long as the person needs it and especially if his doctor prescribes it, he will buy it without seeing it on TV or elsewhere. :-)
http://www.usacapsule.com/phentermine.html

[Sophie Torres]

It is gonna be worth it, but not really necessary I believe, because doctors would always prescribe your medication to a patient and if you can target physicians for these ads, that will be so much better. http://www.phentermine-37-5.info

[Raymeds]

Thanks a lot for giving this nice information about Nielsen Company.
It is very nice analysis.....

mlance
http://www.myviagrarx.com

[juliad4u]

These surveys were interesting to read especially the one that spoke about the expenditure of these pharmaceutical companies. Also I would like to know the medium that is best suited to promote these medications.
http://www.viagraonlinestore.us/

[D]

Great information you got here. I've been reading about this topic for one week now for my papers in school and thank God I found it here in your blog. I had a great time reading this.
http://www.onlinemedicalstore.net

[Alisasmith99]

Thanks for sharing another great post and I appreciate the way you have covered up different subject in one of the post.
http://www.expresspharmarx.com/purchase/kamagra.aspx