KEY TAKEAWAY: For DTC marketers, TV is king and will continue to dominate most DTC budgets. [inlinetweet prefix=”” tweeter=”” suffix=””] 771,368 DTC ads were shown in 2016[/inlinetweet], the last full year for which data is available, an increase of almost 65 percent over 2012.[inlinetweet prefix=”” tweeter=”” suffix=””] TV ad spending by pharmaceutical companies has more than doubled in the past four years, making it the second-fastest-growing category on television during that time.[/inlinetweet]