For those of you who follow data Kantar Media has reported on the breakdown of DTC spending but keep in mind that these numbers are NOT accurate as it only represents paid media.
- TV is still the largest bucket for DTC spending because that’s where the “glory” is (read, for example, “Pharma Marketers Spend Too Much on TV Because of the ‘Fame & Glory’ It Brings”; http://sco.lt/7bmTMf).
- Digital spending only 8% and flat versus last year, but does not take into account bundling, social media (which is larger part is free) and development on websites and content on websites.
Are these numbers accurate? No. For example, I have seen several clients spend more money on digital other than paid media. Using Twitter, for example, may or may cost money depending if it’s an ad, sponsored or just someone Tweeting headlines.
I have seen the biggest increases in digital on product websites and new product websites after initial website have launched. So why has digital declined in paid media? Simple, click fraud is way up and a lot of brands have finally started to analyze their search spending to find that it can be substantially cut.