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A service of YellowBrix, Inc.. Some insomnia medicine major brands, such as Pfizer's Lipitor, have revamped ads nsaid pain relievers under government pressure. Takeda Pharmaceuticals North America's Rozerem sleep aid, which used offbeat ad characters such as Charley insomnia medicine Mike and a beaver, cut spending from $91million in the first half of 2007 to $15million in the first half this year. Second-quarter spending in magazines fell 29% to $358million, according to TNS, while radio ofloxacin tablets 400mg plummeted 62% to $4million. $175million in that quarter in 2007. Two recent reports say drugmakers rozerem cut Rx ad spending in the first six months of this year.

Sepracor's Lunesta, an insomnia drug known for its glowing moth icon, spent $75million on ads in the first bartells drug store bellevue quarter of 2008 vs. "Throughout much of the early sleep meds decade, it was growing at strong double-digit rates as pharmaceutical marketers become more comfortable and experienced with DTC advertising," says Jon Swallen, TNS senior vice president of research. sleeping medications Researchers focused on ads for three drugs. By Cordelie Petrecca NEW YORK -- This could make media owners sick. "The pharmaceutical companies perceive the threat of government regulation on marketing to be a stronger threat now than it has been in the past," and ramelteon are trying to self-regulate, Swallen says. TNS Media Intelligence puts the drop at 3.9% to $2.4 billion. Results sho that direct-to-consumer (DTC) ads "probably aren't as effective as widely perceived," sleep medicine says Osgood Law, lead That bodes ill for the magazines, newspapers and radio and TV outlets for which the ads have been a prescription for profits.

And it comes as they already are dealing with large spending declines in some other major ad categories, such as automotive and telecommunications, and recession fears, thanks to the crisis on Wall Street. Those declines are an abrupt reversal from the robust spending growth of a few years ago. Pharmaceutical ad spending they count on to exceed $5 billion a year is losing its potency. It launched a "Be Smart about Prescription Drug Advertising" area online at. The reports follow a well-publicized Harvard Medical School study that found consumer ads had little effect on prescription drug sales. Enbrel (for rheumatoid arthritis), Nasonex (nasal allergies) and Zelnorm (irritable bowel syndrome).

Rival ad tracker Nielsen Monitor-Plus calculates the decline at 4.8% to $2.7 billion. Magazines and radio stations have seen the most drug ad decline. That if the government gets involved, they'll be worse off." Last month, the Food and Drug Administration stepped up its watch by asking consumers to help watch for false or misleading drug ads. (c) 2008 USA TODAY, a division of Gannett Co. Among factors driving the drop, he says, are fewer drug launches, fear of government regulation and cuts by a few brands that had spent big. The site encourages consumers to keep an eye out for false or misleading ads and provides a garvin to report violators.