Novartis' DTC television ad for Zelnorm was the most recalled by consumers, while Sanofi-Aventis' 60-second spot for Plavix was the most motivating, according to the latest data from IAG Research, a TV effectiveness ratings company.
According to the rankings data, in the five months ending Aug. 31, 2005, 31 new prescription drug ads across 21 brands, both new and existing, aired on prime-time TV across all broadcast and major cable television networks.
Of the new ads, adults 18 and older most often recalled the latest TV ad for Zelnorm as a treatment for irritable bowel syndrome. A black-and- white film-noir spoof ad for Glaxo-SmithKline's Flonase followed at No. 2.
Sepracor's Lunesta, which launched in April 2005, also scored high in the recall category, ranking fourth out of the top five recalled ads.
In addition to tracking 24-hour recall for brands, the IAG's findings included rankings for ads that were the most successful at motivating viewers who recall them to speak with their doctors about the promoted brand.
Sanofi-Aventis' latest 60-second ad for its cardiovascular drug Plavix encouraged the highest level of "stated intent to take action" among adults 18 and older, relative to the average for all new prescription drug ads launched during the study period. AstraZeneca followed at No. 2 with a 45-second spot for Nexium for the treatment of acid indigestion/reflux.