TV DTC Ads

Why TV will continue to be the first choice for DTC

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.
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6 Year old DTC study is not​ applicable today

  • 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
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Why TV will remain the first priority for DTC

KEY TAKEAWAYS:

-TV will continue to dominate DTC spend due to online ad fraud and fraud at point-of-care.

-While only 7% of viewers have asked their doctor about advertised medications TV still generates high awareness.

-TV ads are meant to drive people online, but pharma is dropping the ball with the connection between awareness and conversion.

-Blame lies with DTC marketers who want to “show that they are doing something” and agencies which are great at patting themselves on the back for DTC spots.

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DTC ads: Patients do pay attention but they don’t lead to desired action

unknownKEY TAKEAWAY: Target audiences are paying attention to DTC TV ads, but the results are not what DTC marketers want.  DTC TV ads increase awareness of new products and lead to visit to pharma product websites, but patients “comparison shop” treatments and even when they ask about/for a product it’s still up to their doctor to determine which one is right for them.

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