“Look George, There's Another One!” The Volume and Characteristics of Direct-to-Consumer Advertising in Popular Magazines

ABSTRACTSpending on direct-to-consumer advertising (DTCA) of prescription medications has grown to approximately $2 billion a year in the United States (1). The volume of DTCA spending and the potential impact of DTCA on consumers' health care behavior justify the investigation of DTCA. The present descriptive study examines DTCA volume from a consumer perspective and identifies how much DTCA a consumer may encounter in popular magazines. Results indicate that the volume and characteristics of DTCA vary across magazines and medical conditions. Findings identify potential audiences most likely to be targeted, and therefore affected, by DTCA.