DTC Print Spending Gains Ground, IMS Survey Finds

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Direct-to-consumer ad spending in the United States reached $1.53 billion for the 12-month period ended in March, continuing its double-digit growth pace, according to a survey by IMS Health. The data showed that DTC print advertising, which had declined as television spending grew last year, rebounded in the 12-month period ended in March. DTC print spending totaled $686 million during the period, up 9 percent over 1998 levels.

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.

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