The rise of digital direct-to-consumer advertising?: Comparison of direct-to-consumer advertising expenditure trends from publicly available data sources and global policy implications

Table 1 Percentage change in categories of US DTCA expenditures (2005–2009)

DTCA category	2005 expenditure/rank	2009 expenditure/rank	Percentage change (2005–2009)
Total television^a	$3,390,587,472 (1)	$2,943,000,894 (−)	−13.20 %
Total print media^b	$1,320,786,065 (2)	$1,349,517,112 (−)	2.18 %
Total radio outlets^c	$66,798,340 (3)	$46,323,067 (4)	−30.65 %
Outdoor ads	$8,640,720 (5)	$7,598,381 (−)	−12.06 %
Internet	$56,180,283 (4)	$117,403,346 (3)	108.98 %
Total DTCA expenditure	$4,842,992,880	$4,463,842,800	−7.83 %

Source: Nielsen Co. data sourced from fee-based PharmLive Report “Direct-to-Consumer Advertising: Review and Outlook 2011”
^aIncludes network, cable, syndicated, and spot TV ads. Excludes Spanish Language TV DTCA expenditures
^bIncludes national magazine, local magazine, national Sunday supplement, local Sunday supplement, national newspaper, and local newspaper
^cIncludes network and spot radio ads

ISSN: 1472-6963