Media Spending: Slowing Down, But Not Out

Pharma industry budgets fared better than those for other sectors o­n Madison Avenue, but the economic downturn, pricing pressures, and September 11 took their toll o­n pharma's consumer and professional promotion. Spending o­n DTC advertising from January through September showed the smallest year-to-year increase since 1997 for the same time periods. Competitive Media Reporting (CMR) data show that DTC spend increased 13.5 percent to $1.97 billion from $1.73 billion in 2000. Network radio, outdoor, and local television were hit the hardest among advertising venues, while syndicated television, Sunday magazines such as Parade, and newspapers grew 87, 73, and 54 percent, respectively.

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