DTC spend declined in third quarter

Share this article:

Could DTC be going the way of detailing?

DTC spending declined 7.1% in the third quarter—the first decline in recent memory—to $1.125 billion as companies pruned print, radio and network TV advertising, according to Nielsen Media Research data.

While network TV ad spend dipped for the quarter, year-on-year—from $332 million to $304 million—spending on cable TV rose, from $275 million to $288 million, as did spending on syndicated, spot and Spanish language TV. National magazine ad spend slid from $330 million to $300 million, while national Sunday supplement spend dropped from $36 million to $18 million and local newspaper spend plummeted from $2 million to $725,817. Network radio spend skidded from $6.3 million to $3.5 million, and spot radio spend went from $6.6 million to just over $1 million.

Spend on AstraZeneca's Crestor dropped from $43 million for Q3 2006 to $4 million for Q3 2007, while Nexium spend went from $43 million to $17 million. Pfizer's support for Lipitor slipped from $31 million to $23 million, and Relpax went from $18 million to nothing. The sleep category saw incremental increases in spend, with exception to Takeda's Rozerem, which ratcheted down from $58 million to $32 million. Novartis dropped support for Lamisil and Zelnorm, which together accounted for $60 million in Q3 spend in 2006. Similarly, GlaxoSmith-

Kline dropped support for Imitrex and Coreg, for which it laid out $44 million combined in Q3 2006. Lilly trimmed Cymbalta's sails from $39 million for Q3 2006 to $26 million in 2007.

Those declines were offset by launch campaigns and heightened spend on drugs like Cialis, Abilify, Nasonex and Plavix.

Share this article:
You must be a registered member of MMM to post a comment.
close

Next Article in Pharmaceutical

 

Did you miss January's Top 40 Healthcare Transformers issue? Read how these inventors, strategists, entrepreneurs and wonks are challenging, disrupting and otherwise transforming the healthcare business. And join us April 30 to honor them at the Transforming Healthcare Dinner. Click here.