The bad news for prime-time television and consumer magazines: Pharma's direct-to-consumer advertising dropped by 11.5% last year, to $3.47 billion. The even worse news for digital venues: DTC spend fell by 33%.
But, as the Pharma Marketing Blog reports, there's some consolation. Last year's decline isn't the worst ever, as some previous data suggested. The record decline was in 2008, when DTC spending dropped 17%.
The biggest drop, percentage-wise, was in radio ads, which fell 34% to $23.1 million. Internet advertising came in a close second with a 33% drop, to $68.4 million. But compared with magazines and TV, those media are small potatoes for pharma ads, together accounting for just 3% of DTC spending.