|Spending Data from Nielsen & Kantar Media (last 2 years), Drug Approval Data from FDA.|
There was one other piece of data that surprised me.
Since 2011, the portion of DTC spending on TV has increased from 55% to 69% as shown in the chart below.
|Click on image for an enlarged view.|
|Pharma's media spend seems out of sync with the time consumers spend on various media. Click on chart for enlarged view.|
So, as Americans are getting older and as pharma focuses more and more on drugs that treat diseases of old age such as Alzheimer's, it's to be expected that more and more of the industry's advertising budget is devoted to TV.