We recently completed an independent analysis for a client examining the evidence regarding channel consumption for the Young Adult demo of 18 – 24 years of age. This demo is important to a wide range of disease states ranging from Cystic Fibrosis to ADHD to Contraceptives. The end goal for our project was to elucidate the channel consumption implication for this demo on DTC advertising.
Beginning with data from Forrester Research, we were surprised to learn that we were starting from a general deficit as an industry.
The Forrester data revealed that DTC Marketers have not traditionally displayed acumen in aligning spending with channel consumption. Total media consumption for our target demo was at a staggering 10 hours, 45 minutes. The consumption for print and newspapers was just 12 minutes down from 20 minutes five years ago.
It’s not really that surprising given we have all witnessed the headlines of newspapers cutting back and magazines struggling to monetize the Internet to make up for lost subscriptions. Print probably never deserved 34% of all the DTC spend to begin with, and channel consumption of Young Adults is so stark I’m hoping someone will be shocked into more evidence-based media investments.
Additional evidence for the lack of alignment between channel consumption and advertising spending was brought forth by an analysis recently completed by Morgan Stanley.
How much evidence do pharmaceutical marketers need?