Report

2017 Direct to Consumer Advertising Survey Results

PhRMA July 18, 2017

This report covers the results of a survey conducted in April 2017 by Princeton Survey Research Associates International to learn about consumers' awareness of and opinions about direct to consumer advertisements of prescription medicines.

Key Highlights

  • Viewership of DTC ads is widespread and recall is high
  • Few specifically request a medicine they saw advertised and few receive
  • DTC ads often prompt conversations about alternatives such as generics or lifestyle changes
  • DTC ads prompt other behaviors, such as information-seeking and medicine adherence
  • DTC ads are viewed favorably by many, particularly when informational aspects are emphasized