DTC Print Spending Gains Ground, IMS Survey Finds
The Claritin brand garnered the most DTC print spending, at $99.1 million; followed by Viagra, $32 million; Premarin, $31 million; and Evista, $29 million.
Television advertising for prescription drugs also continued to escalate. Total DTC spending on TV ads totaled $825 million, up 24 percent over the 12-month period ended in December. The brands backed by the most DTC spending were Propecia, $101 million; Claritin, $99 million; Zyrtec, $61 million; Zyban, $51 million; and Valtrex, $39 million.