Study Shows Cutting TV Spend Has Negative Impact

The significant majority of pharma budgets are often spent on TV media due to its wide reach and being a great starting connection with consumers.

In a recent study by TiVo, which was not pharma specific but rather covered a broader TV industry perspective, found that reducing TV ad spend led to a loss in ROI for 11 of 15 brands studied. Conducted in partnership with consultancy engagement firm 84.51° (a wholly-owned subsidiary of The Kroger Co.), TiVo research discovered that “for every dollar decline in ad spend, the 11 brands lost 3x that amount in return.” The white paper was sponsored by media companies such as A+E Networks and Turner.

To read more about the TiVo report, “Independent Study Confirms That Decreased TV Advertising Spend Hurts Sales,” click here.

Jennifer Kovack

Director of Publishing and Awards at DTC Perspectives

Jennifer Kovack currently serves as the Director of Publishing and Awards with DTC Perspectives, working in both their Rx DTC and Hospital divisions. Jen has worked in several positions of increasing responsibility on the editorial side of the company for the past ten years.