Drug makers defy advertising slump

While analysts downgrade their ad spending forecasts, and predict the first two-year decline since the Great Depression, pharmaceutical adspend is bucking the trend, with their general media adspend up 61% on last year's figures. This could be a result of stiffer competition, with more over-the-counter drugs being available, and therefore a greater need for brand awareness, as well as the fact that the media is offering huge discounts to attract advertisers.