DTC Spending Climbs to $905M

Pharmaceutical companies continue to reach deep in their pockets to advertise directly to consumers with spending levels escalating to $905 million for the first half of 1999 - a 43% jump from the first half of 1998, according to a report by IMS Health. Television occupies the biggest portion of the direct-to-consumer advertising pie, accounting for 59% of all spending levels totaling $529 million (up 68% from last year).