Drug makers among top TV advertisers

THE LEVEL OF TV advertising expenditures for prescription drugs led most other industries in four categories during 2001 and 2002, measured by Taylor Nelson Sofres' CMR.

Prescription drugs ranked number one in expenditures for advertising on syndicated TV programs, with $180 million in 2002

and $200 million in 2001. Next highest were national restaurants and motion pictures. Other industries in the top 10: credit cards, long-distance phone service, candy and mints, pain remedies, prerecorded video, and car insurance. Drugs and packaged goods are expected to lead the category this year, according to Advertising Age.

Prescription drugs ranked third in network and cable TV advertising. The network expenditure was just under $1 billion for both 2001 and 2002. The industry bought about $320 million in cable TV advertising.

The only category in which prescription medicine was not in the top 10 was spot TV. This is because pharma companies have difficulty including both product disclosures and a sales message in 15 seconds or less. -M. L.