Direct-to-consumer prescription drug advertising in the U.S. climbed 43% in the first half of 1999, vs. a year ago, to $905 million, according to researcher IMS Health, Westport, Conn. TV remains the top medium, accounting for 59% of all DTC spending for the first half. DTC spending on TV climbed 68% to $529 million. Print accounted for 41% of DTC spending--at $370 million, up 20%. Combined spending for radio and outdoor fell 40% to $4.7 million. Schering-Plough Corp., Madison, N.J., was the top DTC spender, investing nearly $130 million through June. Schering's Claritin is the top DTC advertiser in TV and print, at $48 million and $44 million, respectively. Following Schering-Plough are Glaxo Wellcome ($114 million) and Pfizer ($100 million).
Copyright October 1999, Crain Communications Inc.