Diane West


Media Spend Trends: Change the Channel

It's not closing time, but it does seem like the nine-year, direct-to-consumer (DTC) advertising happy hour is winding down. PhRMA's new Guiding Principles are dimming the lights, and television, the most glamorous and visible media channel for DTC, will have to turn down the volume.

Media Spend Trends: Changing Lanes

Direct-to-consumer spending increased from $3.2 billion to almost $4.1 billion between 2003 and 2004, the biggest leap since the category began in 1997. While other US industries are just getting their footing back after a prolonged economic slump, DTC advertising, as in previous years, seems unaffected and continues to thrive. Even in the wake of FDA's virtual shutdown of the lucrative COX-2 inhibitor market, both DTC and professional promotional spending have, so far, remained in tact. (See "TV Dominates")