Recession,
Regulation and Fewer Blockbusters Mean Less Ads
Big pharma might not be so recession-proof, after all.
Throughout previous economic downturns in the advertising world, the one
bellwether of hope was always the pharmaceutical industry. Even as the dot-com
boom went bust in the early part of this decade, and overall ad spending began
to drop, direct-to-consumer (DTC) spending by drug companies continued to rise
every year.
But not this time.
According to a new study by TNS Media Intelligence, DTC spending is down for
the second consecutive year and likely will not reach the $5 billion mark by
the end of 2008 that many media companies had counted on…..
