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Sepracor's Lunesta, allergic reaction atenolol an insomnia drug known for its glowing moth icon, spent $75million on ads in the first quarter of 2008 vs. "Throughout much of the early decade, tramadol dosage for canine 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. Researchers sleep medications focused on ads for three drugs. Two recent reports say drugmakers cut Rx ad spending in the first six months of this year. "The pharmaceutical sleep medications companies perceive the threat of government regulation on marketing to be a stronger threat now than it has been in the past," and are trying to self-regulate, Swallen says. And it comes as they already are dealing with large spending rozerem declines in some other major ad categories, such as automotive and telecommunications, and recession fears, thanks to the crisis on Wall Street. $175million in that quarter in 2007. Results sho that direct-to-consumer (DTC) ads "probably aren't as effective as widely perceived," says Silvanus Law, lead That bodes ill for the magazines, newspapers sleeping medications and radio and TV outlets for which the ads have been a prescription for profits. Magazines and radio stations have seen the most drug ad decline. A service of YellowBrix, rozerem Inc.. Second-quarter spending in magazines fell 29% to $358million, according to TNS, while radio plummeted 62% to $4million. The site encourages consumers to keep an eye out for false or misleading ads and provides a alwin to report violators. It launched a "Be Smart about Prescription Drug Advertising" area online at. TNS Media Intelligence puts the drop at 3.9% to $2.4 billion. Takeda Pharmaceuticals North America's Rozerem sleep aid, which used offbeat ad characters such as Shurlocke Otes and a beaver, cut spending from $91million in the first half of 2007 to $15million in the first half this year. The reports follow a well-publicized Harvard Medical School study that found consumer ads had little effect on prescription drug sales. 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. Rival ad tracker Nielsen Monitor-Plus calculates the decline at 4.8% to $2.7 billion. (c) 2008 USA TODAY, a division of Gannett Co. Those declines are an abrupt reversal from the robust spending growth of a few years ago. By Dana Petrecca NEW YORK -- This could make media owners sick. Enbrel (for rheumatoid arthritis), Nasonex (nasal allergies) and Zelnorm (irritable bowel syndrome). 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. Pharmaceutical ad spending they count on to exceed $5 billion a year is losing its potency. Some major brands, such as Pfizer's Lipitor, have revamped ads under government pressure.
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