TV continues to attract pharma’s media spend: Nielsen

Share this article:
Pharmaceutical companies increased spending on network TV by 12% in 2006 compared to 2005, according to figures from Nielsen Media-Plus. The boost in network TV, to $1.8 billion last year, suggests most drug marketers’ confidence in the medium has not waned, despite reports that some companies such as Johnson & Johnson are shifting a larger portion of ad dollars into so-called non-measured media like paid search. Overall, spending in the major media consumer ad category for 2006 rose 14.9% percent over the previous year, to $5.6 billion. Other TV venues continued to draw bigger shares of pharma media budgets, including cable, up 3% to $1.4 billion; syndicated TV, up 31% to $286 million; and spot TV, up 11% to $173 million. Meanwhile, spending on Internet display ads rose 52% but still only accounted for $82 million. Rivaling the TV spend was investment in print, which increased 31% to $1.7 billion last year. As previously reported, the data also revealed: *Pfizer increased its major media consumer ad spending budget by $158 million in 2006, a jump of 32%. *Merck upped its 2006 major media consumer ad budget by $118 million, a 40% increase. *Sepracor’s major media consumer ad budgets grew by $95 million, also a 40% increase.
Share this article:

Email Newsletters

More in News

Sales of Biogen MS pill pick up overseas

Sales of Biogen MS pill pick up overseas

Biogen Idec is seeing strong sales for blockbuster MS drug Tecfidera, especially overseas where it's beginning to catch fire this summer.

GSK second-quarter sales disappoint

GSK second-quarter sales disappoint

Executives urge analysts to focus on the company's long-term potential.

House bill would speed approval once EU OKs same product

House bill would speed approval once EU OKs ...

The Speeding Access to Already Approved Pharmaceuticals Act of 2014 would require FDA to expedite the review of pharmaceuticals that are already approved by the European Union