OPENING: DTC marketers have relied too much on TV advertising. Despite data that shows that people are watching more TV than usual during the pandemic, there has been an overall and steady decline in traditional TV viewing in the past few years. Just 59% of US consumers watched traditional TV on a weekly basis in 2020, compared to 83% who did so in 2017. New ways to reach consumers need to be explored.

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  • According to a study on Healthline, “consumers will then search the brand name and visit consumer brand pages to find unbiased information about the product they saw on TV.
  • In fact, 42% will request the brand from their medical professional after seeing an online ad in conjunction with a TV ad, while only 22% will after seeing a TV ad alone.
  • The study fails to take into account website visits in relation to frequency and reach.
  • Drugs that have been advertised for long periods of time have a negative correlation between TV ads and the search for online health information.