(Fierce Pharma) A fresh slice of data from Standard Media Index suggests that might be the case, revealing spending on linear TV fell for the first time in years and that digital’s share of the media mix passed 50%. Here are the reasons for the decline.
TV DTC Ads
SKIMMERS SUMMARY:
- Google has vowed to block cookies completely on its Chrome browser, which is used by around 70 percent of the world’s desktop computer owners, by the beginning of 2022.
- Display ads are usually reported to have an overall click rate of about five clicks in ten thousand ads served. If you want to know why the web is so appallingly littered with ads, it’s because to get five clicks you have to run 10,000 ads. If that’s not bad enough, 60% of the clicks are reported to be mistakes.
- In one test, data bought from a data broker was able to correctly intuit the sex of an individual 43% of the time. A cat flipping a coin would be right 50% of the time.
- According to Nielsen traditional TV viewing (over-the-air and cable) account for about 2/3 of all TV viewing and streaming accounts for only about 25%. The rest of TV time is used for gaming. Despite all the hype about Netflix, it accounts for about 2% of TV viewing.
- A CMI/Compass study in 2013 suggested a dip in physician support for DTC with less than half (48%) indicating that DTC advertising informed, educated, and empowered patients. And, a slight majority (53%) of physicians who responded to the survey were opposed to DTC advertising.
- 78% feel that Direct-to-Consumer advertising leads to a preference for brand name drugs when a generic is adequate
- Only 20% of physicians agree (5% strongly; 15% somewhat) that Direct-to-Consumer pharmaceutical advertising strengthens a patient’s relationship with a clinician