Direct-to-consumer pharmaceutical advertising, which uses direct response television and print heavily, totaled $1.8 billion in 1999, up 40% from the previous year, according to pharmaceutical market research firm IMS Health.
Within the promotional mix, DTC advertising on television experienced the greatest year-over-year increase, with pharmaceutical companies spending $1.1 billion in TV ads in 1999, a 70% rise over 1998 levels. A full 61% of the industry’s 1999 DTC investment was spent in television, with the remaining $712 million primarily in print advertising.
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