PHARMACEUTICAL ADVERTISING TURNS TO CAMPAIGNS DENSE WITH SYMBOLS TO DRIVE MEMORABLE ADVERTISING FOR THE 2006-2007 TV SEASON
IAG Research Reveals the Best New Prescription Drug Ads
October 23, 2007 - New York, IAG Research, the TV ad effectiveness and engagement company, today revealed the latest syndicated data for the most memorable new prescription drug ads launched during the 2006/2007 TV season. Sepracor's TV campaign for its sleep aid Lunesta, continues to showcase its strength claiming the number one and number two spots on IAG's ranking. Lunesta's 7-Day Challenge advertising were recalled over 50 percent more than the average new prescription ad launched this past TV season.
The iconic "luna moth" now synonymous with Lunesta is a common theme to this year's ranking that keeps the advertising for this prescription sleep aid soaring at the top of the charts. Creative continuity within each ad launched from this campaign reinforces its strength. In fact, this year's ranking proves that campaign development backed by a unique creative idea can sustain break-through to TV viewers.
Whether it is a moth, a talking bee or a dead president and beaver, this season's ranking of the most memorable new ads is dense with unique icons that have become the cornerstone for successful campaign development in this industry. Icons have taken the shape of human and animal figures as well as symbols such as Vytorin's "food and family" split screen comparison or Cialis "outdoor tubs".
"The fact that Lunesta along with other prescription brands including Nasonex, Rozerem and Vytorin remain at the top is a testament to strong campaign development that continues to deliver seamless creative extensions that effectively break-through the clutter and reinforce the brand identity synonymous with the icon present in the ads," said Ms. Fariba Zamaniyan, Sr. Vice President of IAG Research's Pharmaceutical Practice.
"The fact is, DTC has reached a new chapter in its evolution. Memorablity isn't just a function of big budgets but rather strong creative concepts. The ranking includes campaigns with budgets big and small for brands both new and existing. Adoption of the basic principles of advertising makes this past TV season of new prescription drug ad launches pivotal in the maturation of advertising in this category," said Ms. Zamaniyan.
Coming in third and fourth are the allergy brands, Zyrtec by Pfizer Pharmaceuticals and Nasonex by Schering Plough. These ads also prove that length doesn't matter. Both ads remain memorable even though they are less than sixty seconds long, the typical pharmaceutical ad length.
Also noteworthy this season is the tight race that continues in the cholesterol category. Lipitor (Pfizer), Crestor (AstraZeneca), and Vytorin (Merck/Schering-Plough), all tied for 6th place, with an ad recall that is 26 percent greater than the average new Rx ad launched during this past TV season. This differs from the 2005/2006 TV season, where there were no ties and the cholesterol category was less prominent.
Icons are not the only way to break-through. Several advertisers demonstrated success through relevance. Valtrex and newcomers Gardasil and Caduet round out IAG's ranking with ad copy that is unique and relevant that delivers strong messaging through relevant storylines which makes these ads memorable.
"This past TV season has seen tremendous growth within the pharmaceutical sector," said Zamaniyan. "A unique grade of creativity has risen within the industry confirming that success can be achieved even within the rigid guidelines faced by this category of advertising."
Most Recalled New Prescription Drug Ads - 2006/2007 TV Season
Rank Brand Company Ad Description Recall Index
1 Lunesta Sepracor 7-Night Challenge; luna moth flies over bridge and water and into people's homes/tents. (:60) 157
2 Lunesta Sepracor 7-Night Challenge; luna moth flies over a lake into couple's home, then onto woman's pillow. (:60) 155
3 Zyrtec Pfizer Story #43; clothes falls on woman and she sneezes. (:45) 140
4 Nasonex Schering-Plough Animated bee talks about prevention of nasal allergy symptoms while buzzing next to Nasonex bottle. (:30) 138
5 Rozerem Takeda Abraham Lincoln, talking beaver, man in suit and man in diving suit at a bus stop; your dreams miss you. (:60) 136
6 Lipitor Pfizer Dr. Robert Jarvik in white lab coat discusses risk of heart disease and stroke caused by high cholesterol. (:60) 126
Crestor AstraZeneca Man at fish market near ocean whose cholesterol is out of wack; his body splits into various sections. (:60) 126
Vytorin Merck/Schering-Plough Plates of food shown next to shots of relatives such as Grandpa Bow and bowtie pasta. (:60) 126
7 Valtrex GlaxoSmithKline Couple talks about the risks of contracting herpes; 70% of people affected got it from their partner. (:60) 124
Cialis Eli Lilly Couples in various romantic places including laying in front of fireplace, in restaurant, in rowboat and laying on hammock. (:60) 124
8 Gardasil Merck Young women including a cowgirl, colorguard, gymnast and softball player say they want to be "One Less" (:60) 120
Caduet Pfizer Woman in red vest walks along a beach; splits into two and says she has high blood pressure & cholesterol. (:60) 120
The above data is sourced from IAG Ad Performance Tracking Service. IAG Ad performance is a sydicated tracking service provided by IAG Research which measures how viewers respond to every commerical running on all broadcast and major cable networks during prime time.
The Recall Score is the percentage of TV who can recall within 24 hours the ad and the brand they were exposed to during the normal course of viewing TV. These scores are then indexed against the mean score for all new ads during the period (Recall Index). 100 equals average.
The data is based on 24-hour viewer recall of new prescription drug ads launched within the 2006/07 TV season (9.01.06 -- 9.23.07). Data is limited to survey responses among Adults 18+ including response to commercial airings on Broadcast prime time only; excludes all :15 second reminder ads; includes both sports and non-sports programming; sample minimums applied. (Broadcast includes ABC, CBS, NBC, FOX and CW)
Methodology for this Report
The data within this ranking is based on 24-hour viewer recall of new prescription drug ads launched within the 2006/07 TV season (09.01.06 - 09.23.07). Prime media weight is equivalized across ads and the ranking then compiled. Data is limited to survey responses among adults 18+ and includes TV airings on Broadcast Prime only. This data excludes airings of all 15 second reminder ads and includes both sports and non-sports programming. The rankings are calculated based on an index of ad and brand recall for each new ad versus the mean score for all new ads that aired during this period. Sample minimums are applied.
About IAG Research
IAG Research measures the effectiveness of television advertising, product placement as well as viewer engagement with TV. IAG Research's suite of measurement products are used by such industry leaders as American Express, Toyota, Johnson & Johnson, Procter & Gamble, Verizon Wireless, Home Depot, VISA, Merck & Co., Paramount Pictures and major networks such as ABC, CBS, NBC, FOX, ESPN, and TNT/TBS.