El "tamaño" no es lo que importa...en los spot de TV para pacientes (DTC).

Prescription drug advertisers are running longer broadcast spots to accommodate more expansive fair balance statements, a Nielsen IAG analysis suggests, as 75-second spots proliferate.

Ads for Boehringer Ingelheim's Flomax BPH treatment were the most-recalled spots for the 2008-2009 TV season, according to Nielsen.




The 45- and 60-second ads, which show men at a baseball game and on a golf course frequenting bathrooms as an announcer lists symptoms of urinary incontinence due to BPH, benefited from standout, relevant and consistent visuals, said Zamaniyan.

Tied for second place in the ranking were 60-second spots for Lilly's “What are you waiting for?” Cialis effort and Merck's “One less” campaign for Gardasil. Rounding out the top five were spots for Wyeth's Pristiq (:75), Bristol- Myers Squibb/Sanofi-Aventis' Plavix (:60 and :75), and BMS's Orencia (:75). (Ver...)