Television advertisements for prescription drugs ... have been running for 20 years. [Yet] it is not your imagination if you think you are seeing more of them these days. Lots more. 771,368 such ads were shown in 2016 ... an increase of almost 65 percent over 2012. TV ad spending by pharmaceutical companies has more than doubled in the past four years, making it the second-fastest-growing category on television during that time," Jon Swallen, Kantar's chief research officer, said. The ads ... have turned to more serious ailments in the last few years. And when the ads come on, [the] audience is also listening intently to all that can befall them if they take a certain drug. An unexpected side effect of ad agency compliance with the drug administration's regulation, it turns out, is enhanced credibility. "It's counterintuitive, but everything in our research suggests that hearing about the risks increases consumers' belief in the advertising," said Jeff Rothstein, the chief executive officer of Cult Health, an ad agency that specializes in health care.
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