Pharma Ruling Could Hurt TV Ad Spending

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Under the pharmaceutical industry’s new ad code, the removal of 15-second spots that help consumers recall a drug could shift some ad spending from television to radio, print and the Internet, agency sources said. But while there will likely be changes in the media mix, agency executives say that ad spending in the category will be maintained and might even go up.

Drug companies spent an estimated $131 million on 15-second spots on network TV last year, according to the Television Bureau of Advertising, a nonprofit trade group.

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