DTC Spending Falls for Second Consecutive Year

NEW YORK (AdAge.com) — 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 spending by drug companies continued to rise every year.

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